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SAHIL SHAH
MINI
CUSTOMER ENGAGEMENT THROUGH
BRAND INFLUENCERS
Challenge
MINI cars are bought by a significantly higher number of females than males.
The challenge for MINI is to change the perception - it's not stereotypically a woman's car.
They need to engage with a younger male audience in an authentic way to make them consider MINI cars as a cool, efficient compact car.
Research
The current audience: Affluent women ages 18-34 are more likely to own a MINI
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According to Mintel, Women are way over index (164% index) for owning a MINI than male buyers
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MINI buyers tend to earn more than $75,000 per year (Mintel research, 124% Index)
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MINI buyers are concentrated near fashionable cities like Los Angeles, San Francisco and New York
The desired audience:
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Young male professionals aged 25-35
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Income range $60K or more, living in or near a city
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Married or unmarried
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Men who are adventurous weekend warriors but also prefer to consume digital and social media in their free time
Who's driving the engagement?
Based on the research, we have recognised that men are not driving MINIs because the perception is that MINI is a female's car. Mini realized the need to change the perception towards their cars in the minds of their primary target audience, male professionals. So they decided to use an influencer strategy to engage with males by meeting them where they are and aligning themselves with industries and platforms males are present on.
The Idea
User engagement through brand influencers
The Influencer
"DUDE PERFECT"
Brand Ambassador(Paid): Dude Perfect, the YouTube channel stars will be the primary ambassadors to achieve maximum reach and engage with male drivers.
Digital reach
Transmedia reach
Resonance
Tactics: STEREOTYPE Series!!
The stereotype series will demonstrate humorous misconceptions around the MINI. Dude Perfect will use a mix of comedy, action and drama to show the MINI brand and Lifestyle goes beyond stereotypes.
MINI in Sports:
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Show how MINI can be a good teammate and why it's wrong to stereotype it as too small to participate
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Have fun showing the features of the car, its personality, and why it's a part of our target's lifestyle.
Inside MINI:
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Stereotypical conversations between the driver and the person in the passenger seat
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Tyler Toney playing out funny situations with different members of the team
MINI's BIG Impact:
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Have the MINI be a part of a CSR-related event and promote the brand as a good citizen
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4th of July: Dude Perfect takes a group of MINI's to participate in a parade and bring food, drink, desserts to a town festival, benefitting community organizations
Measurement
For a digital campaign with Dude Perfect, we normally tend to look at simply the number of pageviews, but they do not help us understand the amount of engagement of the customers with the brand. Apart from the number of views for the videos, these are metrics that will help us measure how engaged is the audience:
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TIme spent watching the video and the clickthrough rates onto the website, other "Stereotype" series videos.
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TIme spent on Dude Perfect and MINI social media pages
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Number of views, likes and shares for each video
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We can identify the sentiment towards the brand in the interaction in the comments section of all the social media
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Number of new subscriptions created for both MINI and Dude Perfect since the campaign
Budget
The budget will include a monetary flat fee paid by MINI to Dude Perfect, the influencers for video production and promotion for a three month campaign:
(The budget will not consider agency costs since MINI is working directly with the influencer)
*Source: Google - Youtube pricing, Quora.com
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