In recent years, the relationship between Europe and China has become increasingly strategic for companies looking to strengthen their international presence. In this context, developing an effective global communication strategy means understanding different markets, interpreting cultural dynamics, and creating authentic connections with target audiences.
With this approach, we supported MINISO, one of the leading lifestyle brands inspired by Asian pop culture, in strengthening its presence in the Italian market. The project further confirms our role as a strategic partner for integrated communication campaigns, PR, and media relations supporting international brands.
To introduce YOYO, one of the most iconic collectible toys within the MINISO universe, to Italian audiences, we developed a multichannel communication strategy aimed at increasing brand awareness and strengthening the brand’s positioning in Italy.
The project combined multiple communication tools, integrating public relations, Out-of-Home (OOH) campaigns, and digital advertising. This coordinated approach allowed the brand to engage audiences both in urban spaces and across digital platforms, creating a consistent and recognizable narrative.
The Out-of-Home campaign involved some of Milan’s busiest areas, transforming YOYO into one of the city’s most distinctive visual elements of the summer and increasing brand visibility among local audiences.
At the same time, digital advertising activities amplified the campaign’s online presence, extending its reach and introducing new audiences to MINISO’s creative universe.
To complete the project, we coordinated PR and media relations activities, helping build a strong brand narrative and fostering engagement with journalists, creators, and key stakeholders.
For over six years, DAG Communication has also operated through its Shanghai office, a strategic presence that has enabled us to develop specific expertise in cross-cultural communication between Italy and China. This international perspective allows us to support Italian, European, and Asian companies throughout their international expansion journeys with communication strategies tailored to different markets.
The MINISO project represents a concrete example of how an international communication strategy can support a brand entering a new market, strengthening its identity through an integrated ecosystem of marketing, public relations, advertising, and media relations.
