Influencer campaign & charity partnership

'Molang' is a kawaii digital bunny character loved by Gen Zs worldwide. IP owner, Millimages wanted an integrated campaign to convey the character's core value of kindness to build an engaged UK audience.

Our Role

  • Build consumer awareness and advocacy of Molang's core values
  • Drive social engagement with a British Gen Z audience
  • Work with a youth charity to validate Molang's mission to spread kindness
  • Create a brand 'moment' to kickstart a revised UK licensing strategy

Our Approach

We created the #MolangKindnessCrew, Gen Z influencers who shared Molang-branded content to help spread kindness on World Kindness Day (13 November 2021).

We also brokered a partnership with youth support charity, The Mix, whose campaign #OneKindWord focused on cyberbulling during Anti-Bullying Week. Molang-themed animations and GIFs featured in resource packs, quizzes, videos and a competition to win Molang plush.

Our Results

  • 18 items of content across TikTok and Instagram (1.53m reach)
  • 42k engagements for #MolangKindnessCrew content
  • 206k reach for The Mix's social media resource pack
  • 16% ER for World Kindness Day post on Molang_official IG