Millennial PR & Influencer Campaign

Molang is an animated bunny character, initially launched as a global pre-school TV property. However, with over 8 billion GIPHY downloads in two years, Molang is fast becoming a social media star amongst millennials and generation Z.

Our Role

  • Make Molang a household name amongst UK millennials
  • Promote Molang brand assets, including a new AR filter and music album
  • Generate a bank of Molang UGC to drive awareness and social engagement
  • Create relevant brand partnerships and event opportunities to further increase awareness

Our Approach

We worked with key kawaii influencers in the UK to create Molang toy unboxing videos, dance routines, OOTD looks and make-up tutorials.

Our chosen influencers used Molang GIFs, music and an AR filter, to transform themselves into the cute kawaii bunny!

Alongside this, press office activity generated Easter gift guide placement in national, regional and women’s lifestyle titles.

Our Results

  • 90 pieces of Instagram and TikTok content, social reach: 662k
  • 76% of Instagram coverage tagged @molang.official
  • Key messages and retailer backlinks woven through UGC
  • 1m reach from Easter PR coverage, including Sunday Mirror Notebook and i
  • Awareness of Molang amongst UK millennials on the rise