Iris Case Studies Revolutionizing MINI's Marketing Strategy: A Case Study

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	Revolutionizing MINI's Marketing Strategy: A Case Study Iris

Revolutionizing MINI's Marketing Strategy: A Case Study

Iris

Technology Category	Analytics & Modeling - Data Mining Sensors - Autonomous Driving Sensors
Applicable Industries	Automotive Mining
Applicable Functions	Procurement Sales & Marketing
Use Cases	Smart Parking Vehicle-to-Infrastructure
Challenge	In 2012, MINI UK appointed iris as its lead agency partner to deliver all brand activity and creative strategy across dealership, digital, ATL, CRM, direct and every interaction in between. The challenge was that the automotive purchase journey was shifting from the showroom to online, and MINI needed to refocus its marketing spend and optimize its presence within the digital channels that mattered most. Modern car buyer demands were becoming more unreasonable, and they were primed to take full advantage of all the digital tools available to make their purchase decisions. Furthermore, 50% of MINI’s UK audience were arriving at the brand site from their mobile or tablet device, but MINI had no mobile presence. Read More
About Customer	MINI UK is a subsidiary of the global automotive brand MINI, known for its compact and stylish cars. The company was facing challenges in adapting to the changing landscape of the automotive industry, particularly the shift from traditional showroom sales to online and digital channels. With modern car buyers becoming more demanding and increasingly using digital tools for their purchase decisions, MINI UK needed to refocus its marketing strategy and optimize its digital presence. The company also needed to address the issue of its lack of mobile presence, despite a significant portion of its audience accessing the brand site from mobile or tablet devices. Read More
Solution	iris worked with MINI UK to reduce spend on traditional ATL channels and harness the power of digital channels, to increase both brand relevance and consumer acquisition. The first step was a full review of the customer journey. In-depth data mining and profile building identified multiple types of car buyer, allowing iris to tailor communications to be super relevant and timely. This led to a transformation of MINI’s online and offline communications to create a seamless prospect to purchase experience. To address the issue of mobile presence, iris developed a localized website adapted straight from the global mobile master version, giving birth to MINI.co.uk. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Data Mining

Sensors - Autonomous Driving Sensors

Applicable Industries

Automotive

Mining

Applicable Functions

Procurement

Sales & Marketing

Use Cases

Smart Parking

Vehicle-to-Infrastructure

Challenge

In 2012, MINI UK appointed iris as its lead agency partner to deliver all brand activity and creative strategy across dealership, digital, ATL, CRM, direct and every interaction in between. The challenge was that the automotive purchase journey was shifting from the showroom to online, and MINI needed to refocus its marketing spend and optimize its presence within the digital channels that mattered most. Modern car buyer demands were becoming more unreasonable, and they were primed to take full advantage of all the digital tools available to make their purchase decisions. Furthermore, 50% of MINI’s UK audience were arriving at the brand site from their mobile or tablet device, but MINI had no mobile presence.

About Customer

MINI UK is a subsidiary of the global automotive brand MINI, known for its compact and stylish cars. The company was facing challenges in adapting to the changing landscape of the automotive industry, particularly the shift from traditional showroom sales to online and digital channels. With modern car buyers becoming more demanding and increasingly using digital tools for their purchase decisions, MINI UK needed to refocus its marketing strategy and optimize its digital presence. The company also needed to address the issue of its lack of mobile presence, despite a significant portion of its audience accessing the brand site from mobile or tablet devices.

Solution

iris worked with MINI UK to reduce spend on traditional ATL channels and harness the power of digital channels, to increase both brand relevance and consumer acquisition. The first step was a full review of the customer journey. In-depth data mining and profile building identified multiple types of car buyer, allowing iris to tailor communications to be super relevant and timely. This led to a transformation of MINI’s online and offline communications to create a seamless prospect to purchase experience. To address the issue of mobile presence, iris developed a localized website adapted straight from the global mobile master version, giving birth to MINI.co.uk.

Impact #1	The implementation of the new marketing strategy led to a significant improvement in MINI UK's operational performance. The company was able to reduce its spend on traditional ATL channels and effectively harness the power of digital channels, leading to increased brand relevance and consumer acquisition. The tailored communications strategy, based on in-depth data mining and profile building, allowed MINI to engage with different types of car buyers in a more relevant and timely manner. The creation of a localized website also addressed the issue of MINI's lack of mobile presence, providing a seamless online experience for customers accessing the brand site from their mobile or tablet devices.

Impact #1

The implementation of the new marketing strategy led to a significant improvement in MINI UK's operational performance. The company was able to reduce its spend on traditional ATL channels and effectively harness the power of digital channels, leading to increased brand relevance and consumer acquisition. The tailored communications strategy, based on in-depth data mining and profile building, allowed MINI to engage with different types of car buyers in a more relevant and timely manner. The creation of a localized website also addressed the issue of MINI's lack of mobile presence, providing a seamless online experience for customers accessing the brand site from their mobile or tablet devices.

Benefit #1	35% reduction in overall cost per acquisition (leads & HR)
Benefit #2	17% increase in monthly new car registrations from 2013 - 2016
Benefit #3	7% increase in showroom footfall

Benefit #1

35% reduction in overall cost per acquisition (leads & HR)

Benefit #2

17% increase in monthly new car registrations from 2013 - 2016

Benefit #3

7% increase in showroom footfall

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Overview

Revolutionizing MINI's Marketing Strategy: A Case Study

Operational Impact

Quantitative Benefit