MINI
MINI launches are always draw attention. From the iconic shapes of the vehicles to the racing heritage, the MINI brand has always delivered fun and interesting creative.
My Role: Art Direction
MINI Icon Drops
Challenge
MINI was launching a new line of Special Edition vehicles that were completely different from what they had done. We needed a find a way to add some excitement around a vehicle that was essentially the same as before, but with different paint and interior options.
Solution
We developed a sleek email campaign that highlighted the iconic shape of the MINI, but also gave peeks into what the Special Editions were going to look like.
Results
We saw a 136% increase in handraisers vs the benchmark and drove 42% of website traffic. The Build Your Own part of the site was up 829% (for real!) over the previous week. We also learned that this email drove 25 pre-orders on the Paul Smith Edition. Problem solved.
Recently featured on Email Love
MINI Loyalty Credit
Challenge:
Continuing on MINI’s issue of used inventory and repeat customers, we had to address customer loyalty to the brand.
We created a touch that hit the loyalty credit right out of the gate. We wanted to let customers know that there was a reason to return to MINI: 2,500 reasons to be exact. With the loyalty credit prominently displayed, we worked in RTB’s and a social proof module that gave more reasons than just cash to come back to MINI.
Solution:
Money off drives results. MINI no longer has that used inventory issue and an increase in new MINI sales that utilized the loyalty credit was tracked across the vehicle lineup.
Results:
MINI Trade-In
With the shortage of used car inventory, MINI needed a way to help increase sales in the used market by driving supply higher. Customers were holding onto their current vehicles and not engaging with the brand after their initial purchase.
Challenge:
We created a couple email touches that spoke to the value of trading in your current MINI for a new one. We leaned into the customer service side of MINI that is professional, knowledgeable, and friendly. This let our prospective customers know that all of their needs will be met with a new MINI and that our MINI centers were there to help guide them on their purchase.
Solution:
MINI saw an increase in used car trade-ins/new vehicle purchase transactions that helped relieve MINI’s used vehicle inventory issue they were having.
Results:
