LIVE EVENT AMPLIFICATION
hello kitty con
Sanrio needed a strong digital strategy to launch Hello Kitty’s 40th Anniversary celebration and the first convention the brand ever hosted.
DIGITAL AND SOCIAL STRATEGY
LIVE EVENT SUPPORT
SOCIAL MEDIA ADVERTISING
the event completely sold out
pieces of user generated content was created
captured live coverage of impromptu celebrity appearances
organic impressions on social media
Room 214 was asked to figure out how to engage fans around the world who adore Hello Kitty and give fans multiple touch points to share their connection to the character with other likeminded fans.
To keep the brand relevant for fans of all ages, genders and locations, Room 214 developed a comprehensive digital program to promote multiple websites, drive awareness and revenue for Hello Kitty Con, while supporting several key live activations that lead up to the convention.
Room 214 put together a plan to showcase several tactics through in-depth research, innovative digital connection, engaging social executions and exciting live experiences.
The convention completely sold out. There were 474 million social impressions and 5 million engaged fans. Social saw over 141,000 pieces of content created from fans and influencers. All social efforts were organic and paid advertising was only used to boost ticket sales. From The Ellen Show and Jimmy Kimmel to Vogue and BuzzFeed. the media coverage was incredible.
We appreciate your being able to juggle the seemingly endless requests, conversations, partners, ‘special situations’, schedules and our intermittent communication. That we could rely on you and easily hand things to you with confidence is testament to our partnership and trust.
– Dave Marchi, Vice President, Brand Management & Marketing, Sanrio