Campaigns, strategy & social marketing for MINI.

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



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.


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.


Created unique app to receive "confessions" from fans with official MINI merch as prizes.


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.


Contacted local MINI owners and encouraged them to send in special moments shared with car. Spread regionally, with official MINI merch as prizes.


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. 


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.