Campaigns, strategy & social marketing for MINI.


Channels: Facebook Voice & Tone: Heritage seeking yet wild at heart. Unique, quirky and fun individuals.

Channels:

Facebook

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.