Collage of 3 images - 1. A lady crafting a pot. 2. A selection of handmade ceramics on a table. 3. A happy young lady sits at a table outside of a cafe eating food

MINI

MINI

MINI

MINI

MINI

MINI

MINI

MINI

MINI

MINI has an odd pair of challenges in the sales stakes. For one thing, traditional advertising just doesn’t work for some audiences. Nor does talking about product at all. Busy, affluent and lifestyle-conscious, MINI’s target market often buy cars not for the metal and spec, but specifically so that they don’t have to think about cars. And MINI doesn’t bring out new models very often – so PR interest was low. Yet sales targets still needed to be met.

MINI has an odd pair of challenges in the sales stakes. For one thing, traditional advertising just doesn’t work for some audiences. Nor does talking about product at all. Busy, affluent and lifestyle-conscious, MINI’s target market often buy cars not for the metal and spec, but specifically so that they don’t have to think about cars. And MINI doesn’t bring out new models very often – so PR interest was low. Yet sales targets still needed to be met.

MINI has an odd pair of challenges in the sales stakes. For one thing, traditional advertising just doesn’t work for some audiences. Nor does talking about product at all. Busy, affluent and lifestyle-conscious, MINI’s target market often buy cars not for the metal and spec, but specifically so that they don’t have to think about cars. And MINI doesn’t bring out new models very often – so PR interest was low. Yet sales targets still needed to be met.

MINI Creative Club website screen

Luckily, those same audiences– more sophisticated, high-income urbanites with a flair for self-expression – love great journalism and art.

We founded Creative Club, a home for immersive artworks, storytelling and documentaries around themes like design, fashion, art, culture and creativity with MINI’s values – exploration, funkiness, fearlessness, positive self-actualisation and energy – at its heart.

As well as the website, we drove social and email signup and interaction, all based on smart, data-driven insights into the cultural micromoments that made our stories most meaningful – from TV shows to conversations blossoming in social communities.

Luckily, those same audiences– more sophisticated, high-income urbanites with a flair for self-expression – love great journalism and art.

We founded Creative Club, a home for immersive artworks, storytelling and documentaries around themes like design, fashion, art, culture and creativity with MINI’s values – exploration, funkiness, fearlessness, positive self-actualisation and energy – at its heart.

As well as the website, we drove social and email signup and interaction, all based on smart, data-driven insights into the cultural micromoments that made our stories most meaningful – from TV shows to conversations blossoming in social communities.

Luckily, those same audiences– more sophisticated, high-income urbanites with a flair for self-expression – love great journalism and art.

We founded Creative Club, a home for immersive artworks, storytelling and documentaries around themes like design, fashion, art, culture and creativity with MINI’s values – exploration, funkiness, fearlessness, positive self-actualisation and energy – at its heart.

As well as the website, we drove social and email signup and interaction, all based on smart, data-driven insights into the cultural micromoments that made our stories most meaningful – from TV shows to conversations blossoming in social communities.

Article Image Creative Club 2

We targeted engagers with sequential content that brought them opportunities to self-select into interest groups through engagement – and then to target them with the MINI experience that reflected their interests and desires. By matching against data held in our proprietary Dentsu data lake, we were able to deliver these people to MINI’s sales team as qualified, warm leads complete with interest profiles, contact details and propensity models.

So not only did our content triple and quadruple standard metrics for things like open rates and engagement – it made directly attributable money for MINI. Our content and the leads it generated smashed MINI’s sales targets for the quarter by 47% – the highest overachievement in its history.

We targeted engagers with sequential content that brought them opportunities to self-select into interest groups through engagement – and then to target them with the MINI experience that reflected their interests and desires. By matching against data held in our proprietary Dentsu data lake, we were able to deliver these people to MINI’s sales team as qualified, warm leads complete with interest profiles, contact details and propensity models.

So not only did our content triple and quadruple standard metrics for things like open rates and engagement – it made directly attributable money for MINI. Our content and the leads it generated smashed MINI’s sales targets for the quarter by 47% – the highest overachievement in its history.

We targeted engagers with sequential content that brought them opportunities to self-select into interest groups through engagement – and then to target them with the MINI experience that reflected their interests and desires. By matching against data held in our proprietary Dentsu data lake, we were able to deliver these people to MINI’s sales team as qualified, warm leads complete with interest profiles, contact details and propensity models.

So not only did our content triple and quadruple standard metrics for things like open rates and engagement – it made directly attributable money for MINI. Our content and the leads it generated smashed MINI’s sales targets for the quarter by 47% – the highest overachievement in its history.

Ready for another helping?

Ready for another helping?

Ready for another helping?