MINI: Creative Club
MINI Clubman’s global campaign was targeted at a very specific consumer, who is known to respond poorly to traditional, direct-marketing techniques and is driven by value, heritage, innovation, experience, learning, design and authenticity. Besides wanting to target this kind of consumer, who doesn’t match current MINI-driver profiles, MINI also wanted to convert competitor audiences.
We developed a localised concept that would entice this consumer down the sales funnel through a data-led, content strategy across social media, website content and email. By establishing MINI Clubman as the Creative Class authority, with authentic, bespoke content relevant to MINI’s target audience, the campaign created brand loyalty, advocacy and ultimately purchase consideration.
Based on each user’s interaction with the content, the campaign served relevant, personalised content. This created a continuous, bespoke conversation with the consumer, driving leads to book a test drive.
Through continuous campaign monitoring and A/B testing, we optimised the creative with changes to email layout, social media and display creatives, as well as budget allocation according to real-time performance.
International Content Marketing Award (UK) for Best Automotive: Bronze
New Generation Award for Excellence in Content Marketing: Silver