Marketing Consultation and Brand Discovery
A strategic collaboration between Impact Mints and Kakao Friends, initiated through comprehensive market research and brand alignment to identify unique opportunities in the confectionery market.
Challenge and Market Analysis
The market analysis revealed several key challenges. Impact Mints faced limited brand recognition across Australia markets while operating in a highly competitive confectionery space that demanded clear differentiation. However, this situation presented a valuable opportunity to capture a younger demographic, particularly through the strategic potential of character licensing partnerships.
Campaign Strategy Development
Our campaign targeted Asian youth aged 15–25 by creating a storyline-driven collectible series featuring Kakao Friends. By leveraging character licensing, we built emotional connections and nostalgic appeal. A digital-first strategy shared character backstories and interactive content to boost engagement. In-store displays and exclusive events completed the journey, turning online excitement into real-world sales.
Goal Setting and KPI Alignment
- Set targets for brand visibility metrics
- Established social media engagement benchmarks
- Defined sales objectives for limited editions
- Created brand affinity measurement framework
Content and Channel Strategy
Our content strategy was executed through multiple channels. We partnered with key social media influencers to amplify our reach and message authenticity. The campaign featured dynamic interactive digital elements that drove high engagement rates. We created excitement through strategically placed pop-up retail experiences that brought the brand to life. Additionally, we fostered community engagement through user-generated content initiatives that strengthened brand loyalty and organic reach.
Positioning the Brand’s Unique Value
Created distinctive market position through:
- Exclusive character-themed packaging designs – Custom packaging featuring beloved Kakao Friends characters, creating instant visual appeal and recognition
- Collectible product strategy – Limited edition series that encouraged repeat purchases and created a trading community among fans
- Lifestyle integration approach – Products designed to complement daily routines while showcasing character personalities
- Premium brand positioning – Higher-end market placement combining quality mints with collectible character designs
Execution and Results
Campaign achievements:
- Social Media Engagement: Achieved strong interaction through influencers and interactive content.
- Product Performance: Limited editions drove high demand and repeat purchases.
- Brand Sentiment: Received consistently positive customer feedback.
- Market Recognition: Increased brand visibility in a competitive space.
Future Strategy
Looking ahead, we see several exciting opportunities for growth and expansion. Building on the success of our initial collaboration, we recommend developing an expanded character product line that captures new market segments. This should be coupled with strategic regional distribution expansion to reach more customers across key Asian markets. To maintain our digital-first approach, we plan to enhance platform integration across all touchpoints. Finally, we propose developing an innovative character-based loyalty program
