3 YEARS OF RECORD BREAKING PERFORMANCE WITH MINI

In 2012 iris was appointed by MINI UK as its lead agency partner to deliver all brand activity and creative strategy across dealership, digital, ATL, CRM, direct and every interaction in between.

With the automotive purchase journey shifting from the showroom to online, we helped MINI to refocus its marketing spend and optimise its presence within the digital channels that mattered most.

During our three-year partnership with MINI UK we delivered the following results…

35%
35%
Reduction in overall cost per acquisition (leads & HR)
17%
17%
Increase in monthly new car registrations from 2013 - 2016
7%
7%
Increase in showroom footfall
DOUBLED
DOUBLED
Lead conversion to sale rate, meaning marketing contributed 79% more sales back to the business

Modern car buyer demands are more unreasonable than ever. And they are primed to take full advantage of all the digital tools available to make their purchase decisions.

We worked with MINI UK to reduce spend on traditional ATL channels and harness the power of digital channels, to increase both brand relevance and consumer acquisition.

Our launch of MINI’s first brand activity in six years involved a full review of the customer journey.

In-depth data mining and profile building identified multiple types of car buyer, allowing us to tailor communications to be super relevant and timely.

This led us to transform MINI’s online and offline comms to create a seamless prospect to purchase experience.

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We improved three key areas of MINI’s digital prospect programme, ensuring all comms are perfectly timed, highly targeted and wrapped up in MINI’s playful personality. This included revamping eDM and DM, optimising banner retargeting and delivering fresh and relevant social content.

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Some 50% of MINI’s UK audience were arriving at the brand site from their mobile or tablet device. Great traffic figures, but a real problem for MINI: the brand had precisely zero mobile presence.

We immediately put this right with a localised website adapted straight from the global mobile master version. MINI.co.uk was born. 

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Measurement and evaluation of the commercial impact of our work for MINI was essential. Our CRM and Data unit delivered a regular real-time reporting dashboard that provided consistent measurement of and insight into marketing performance, sales, ROI, and trends.

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