MUJI COM LAUNCH CAMPAIGN

MUJI launched MUJI com in Hong Kong for the very first time, opening two compact stores at Hong Kong Station and Tsing Yi Station. The aim was to bring a fast, convenient shopping experience to everyday commuters and raise awareness through media, influencers and social platforms. To support the launch, we prepared a press release, arranged exclusive media visits and produced four social media friendly brand videos to promote MUJI com. 

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We invited influencers to different age groups to act as commuters, students, mother and daughters to create the brand videos in different storyline. These videos explain what MUJI com is and how it fits into busy Hong Kong lifestyles. To create more buzz, journalists were invited for a private tour of the Hong Kong Station store, where they explored key features, product highlights and opening offers. Influencers shared IG Reels showing how MUJI com fits seamlessly into daily routines, from grabbing essentials on the go to quick convenience shopping. With PR support, video storytelling and content collaborations, the campaign helped MUJI introduce its new concept to the community and build strong interest from day one.