MINI Grand Tour: An Influencer-Led Marketing Strategy for the Clubman Road Trip
Technology Category
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
Applicable Functions
- Sales & Marketing
Use Cases
- Smart Parking
- Vehicle-to-Infrastructure
About The Customer
The customer in this case study is MINI, a renowned automobile manufacturer known for its compact and stylish cars. The company was looking to market its newest car, the Clubman, and position it as a generously-sized city car for modern men. The target audience for this campaign was identified as individuals with a passion for travel, and the marketing strategy was designed to resonate with this demographic. The campaign was to be executed on a limited budget, making it crucial for MINI to come up with a creative and cost-effective solution.
The Challenge
MINI was faced with the challenge of raising awareness around its newest car, the Clubman, and positioning it as a generously-sized city car for modern men. The task was to be accomplished on a limited budget, with the backdrop of significant media interest in Europe. The company needed to come up with a creative and cost-effective strategy that would resonate with their target audience, who were identified as having a key passion for travel.
The Solution
MINI decided to leverage the power of influencer marketing to meet their challenge. They identified and approached Jonathan Thompson, the Travel Writer of the Year 2015, and challenged him to travel across Europe's 28 countries in one calendar month in the MINI Clubman. The 10,000-mile journey was used to create engaging lifestyle content on a daily and weekly basis, which was shared through social media and an editorial partnership with The Telegraph. The content naturally integrated the MINI Clubman into a lifestyle setting and drove traffic to MINI's website. Additionally, MINI formed smart partnerships with start-up adventure specialists, The Flash Pack, A Ferry, and Three Mobile to curate an interesting pan-Europe itinerary on a budget.
Operational Impact
Quantitative Benefit
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