The Kawaiians
The Kawaiians wanted to build an engaged Instagram community from scratch for its new Sanrio-inspired brand in the US.
Owned the full content cycle: Planning, 2D design, video editing, copywriting, and community management (comments & DMs)
Female Sanrio/kawaii fans, US, ages 15-30. Persona "Chloe," 19, college student - collects Sanrio pieces to express her identity and belong to the fan community, while fearing her collection looks generic.
"Your favorite character is proof of who you are → collect it, show it, belong." Lead with identity and belonging, not a plain product-drop approach.
~75 posts/month on Instagram, ~70% Trust-building content.
Understood exactly what the audience wanted to feel, hooked into identity, not a hard sell - with a hook and creative design kept consistently on-brand with the Sanrio/kawaii aesthetic fans already love.
