About the campaign

Based on each user’s interaction, we were able to serve content that was in line with what each had engaged with upon their introduction to MINI Clubman content. This created a continuous, bespoke conversation with the user that always had the option to book a test drive, contact a dealer or sign up discreetly present in the communication.

The campaign proved that content-led campaigns build brand personalities and create affinity with the target audience. By collaborating with the right partners, content can drive impactful results.

Other agencies involved: Leadify SA and Olico 

Challenge

MINI Clubman’s global campaign targeted a very specific, new consumer. This target audience, named the ‘Creative Class’, was identified as eager consumers, but are known to respond poorly to traditional, direct-marketing techniques. They are also driven by value, heritage, innovation and authenticity.

Besides wanting to target this consumer – one that didn’t match existing MINI driver profiles – MINI also wanted to convert competitor audiences, particularly those of the Audi A3 and Mercedes-Benz A-Class.

Solution

We developed a concept to entice the consumer down the sales funnel with a data-led content strategy and establish MINI Clubman as the Creative Class authority. This was done through bespoke content relevant to the target audience aimed at creating brand loyalty, advocacy and ultimately purchase consideration. This created a continuous, bespoke conversation with the user that always had the option to book a test drive, contact a dealer or sign up discreetly present in the communication.

A data-led email strategy was created to connect with the niche audience and convert them to Clubman. 

Continuous campaign monitoring and A/B testing allowed us. to optimise the creative with changes to email layout, social media and display creatives, as well as budget allocation according to real-time performance. 

Results

The results surpassed the campaign’s original objective by 78% and generated 6 136 leads. The campaign also proved that content-led campaigns build brand personalities and create affinity with the target audience. 

• Leads target exceeded by 78%
• 6 136 leads were generated 
• 357 761 e-mails were delivered 
• 16% open rate (vs 3% KPI based on cold data benchmarks) on introductory emails 
• 39% open rate (vs 3% KPI based on cold data benchmarks) on follow-on emails 
• 6,7% click-through rate (vs 0,3% KPI based on cold data benchmarks) 
• 1 680 clicks to book a test drive or sign up
• 5,4 million Facebook impressions