Iris
Case Studies
MINI Grand Tour: An Influencer-Led Marketing Strategy for the Clubman Road Trip
Overview
MINI Grand Tour: An Influencer-Led Marketing Strategy for the Clubman Road TripIris |
Sensors - Autonomous Driving Sensors | |
Automotive | |
Sales & Marketing | |
Smart Parking Vehicle-to-Infrastructure | |
Operational Impact
The influencer-led marketing strategy proved to be a successful solution for MINI. The campaign not only raised awareness about the Clubman but also positioned it as a desirable city car for modern men. The engaging lifestyle content created by the influencer resonated with the target audience, driving traffic to MINI's website and increasing their social media following. The smart partnerships formed with start-up adventure specialists, The Flash Pack, A Ferry, and Three Mobile, allowed MINI to curate an interesting pan-Europe itinerary on a budget, further enhancing the appeal of the campaign. The campaign also resulted in significant media coverage, further amplifying its reach and impact. | |
Quantitative Benefit
Over 100 images and 10 videos were created for both MINI’s social and the on-the-ground team’s channels. | |
7 online and 5 print pieces of earned media coverage with The Telegraph and Metro. | |
3 features in ‘Telegraph Top 5’ (to achieve this an article must have over 50,000 views). | |