Campaigns, strategy & social marketing for MINI.

Channels:
Voice & Tone:
Wild at heart yet respectful of heritage. Offbeat, quirky and serious about fun.
Key Objectives:
Create localized identity for MINI Singapore to retain & acquire fans organically through campaigns, relevant content and proactive communication via social media.
Role:
Campaign & content strategy, community management, reporting & analysis.
Campaign: Not Normal "Confessions"
Objectives + Strategy:
Increase interactions and brand-fan connection through user generated content in-app, with focus on "Not Normal" concept.
Process:
Created unique app to receive "confessions" from fans with official MINI merch as prizes.
Results:
3000+ new fans for 4 week campaign, with increase in conversations.
Sub-campaign: Fan of the month
Objectives + Strategy:
Community outreach through user generated content.
Process:
Contacted local MINI owners and encouraged them to send in special moments shared with car. Spread regionally, with official MINI merch as prizes.
Results:
Increase in interactions and entries by 25% month on month, with mirroring of content from sister MINI site in region.
Community Management
Content Strategy:
Daily theme-focused editorial content coupled with branded and promotional information, analysed and calibrated monthly.
Results:
50+% increase in fans, 80+% increase in interactions, active users and 50% increase in engagement rate over 6 month period.
Other campaigns:
Monthly restaurant collaboration with affiliation benefits for MINI owners, live event launch coverage.