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MINI USA Digital DiagnosisMargot Smirniotopoulos
Tuesday, September 29, 2015
Agenda• Introduction• Company
• Assessment Overview
• Website
• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
2
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Agenda• Introduction
• Company• Assessment Overview
• Website
• Social Media
• Advertising
• Brand Ambassadors
• Recommendations • Part of the BMW family; the most reputable brand in the world in 2015 (ranked by the Reputation Institute)…
…and #5 in North America.
• Launched in 1959• A response to large, gas-guzzling vehicles• Inspired historic innovations
• Wheels -> outer corners• Engine -> turned sideways
Agenda• Introduction
• Company• Assessment Overview
• Website
• Social Media
• Advertising
• Brand Ambassadors
• Recommendations • Part of the BMW family; the most reputable brand in the world in 2015 (ranked by the Reputation Institute)…
…and #5 in North America.
• Launched in 1959• A response to large, gas-guzzling vehicles• Inspired historic innovations
• Wheels -> outer corners• Engine -> turned sideways
Agenda• Introduction
• Company
• Assessment Overview• Website
• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
5
Overall Assessment
Consistent fun and high-energy content across all channels. Though some channels get more attention than others (i.e. YouTube is more robust than Instagram)
Call to actions are either for current Miniacs to participate in the larger MINI community, or for car-buyers to review their options online
Product exploration is heavily pushed online, as buyers are able to full customize their carsX In-person opportunities (retailers) are hidden in the
corners of their website which is tough for traditional buyers but maybe a non-issue for their target audience
X Facebook and Twitter act as the brand’s news board, rather than as a personality – every campaign gets melded onto these channels…
…that said, there aren’t an overwhelming amount of campaigns, and each campaign is authentic to the brand.
Agenda• Introduction
• Company
• Assessment Overview
• Website• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
6
Homepage Above the Fold = Product
Agenda• Introduction
• Company
• Assessment Overview
• Website• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
7
Homepage Bottom Half = Consumer Focused
Agenda• Introduction
• Company
• Assessment Overview
• Website• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
8
Website Assessment Responsive design Mobile-friendly Interactive Colorful imagery Creative content delivery >>>
× Consumer-focus content found below the fold or in subpages so lifestyle/brand story comes after the product
× Videos are difficult to find
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media• Email
• Advertising
• Brand Ambassadors
• Recommendations
9
A Social Space for Miniacs
Notice, no LinkedIn
Target Audience• Unique, quirky and MINI-obsessed• Adventurous and unconventional• Lifelong fans (not just car-owners)
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media• Email
• Advertising
• Brand Ambassadors
• Recommendations
10
Top-Performing Platforms1. YouTube
The brand excels with video, showing off how a MINI makes life an adventure
2. Facebook / TwitterToo-similar content, a lot of product updates
3. InstagramOwner/Consumer-focused and curated
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media• Email
• Advertising
• Brand Ambassadors
• Recommendations
11
Additional Platforms1. Vine
New for the brand – a lot of visual “surprise and delight” potential especially given the speed and utility of the product itself
2. TumblrMore opportunity for creativity outside of product-placement
3. PinterestChallenging platform for a car, there’s little audiences can DIY from their boards
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media• Email
• Advertising
• Brand Ambassadors
• Recommendations
12
Social Media Assessment
Consistent, on-brand tone across all channels Incorporates user-generated imagery and video Content is smartly repurposed for each platform Video is a friend: YouTube, Vine and Facebook/Twitter
reposts are crowd-pleasers and remain authentic Smart to avoid LinkedIn given the quirky kind of
“unprofessional” audience target
× Not enough interactive content× One-way communication (lack of follow up comments,
replies or shares from other brands/consumers)× No timely content related to trending news× Not all platforms are right for all brands!
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media
• Email• Advertising
• Brand Ambassadors
• Recommendations
13
Email Smart for shoppers who are uncertain if they’re ready to
take the MINI-plunge Good for identifying audiences who want to be active and
participate with the brand
× Lack of personalized contentConsider why this person may have signed up for e-mails and customize content to meet their needs
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media
• Advertising• Brand Ambassadors
• Recommendations
14
Advertising
Online Banners
Out of Home, #MININotNormal interactive campaign
Sharp, succinct on-brand copy Simple, authentic imagery Unique, interactive out of home
displaysFantastic for building brand loyalty from current owners but excludes potential audiences
× Need more lifestyle-visuals, not just photos of the product
Show what a driver’s life will be like with a MINI, not just the MINI
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media
• Advertising
• Brand Ambassadors• Recommendations
15
Brand Ambassador All Stars
Encourages community at every level of relationship with the product
Houses fun, authentic ways to become part of the MINI community
Online (gift swaps, photo contests) and in-person (owner clubs, We Salute You campaigns)
Agenda• Introduction
• Company
• Assessment Overview
• Website
• Social Media
• Advertising
• Brand Ambassadors
• Recommendations
16
Digital Diagnosis Elixirs
1. Host a curated online blog with users as writers; this could coincide with brand ambassador efforts and allows potential buyers to ask real drivers about the benefits of the car.
2. Appeal to younger demographics who are car shopping for the first time. This should be executed by prioritizing interaction on Instagram, as younger demographics prefer the platform to other social media channels
3. Invest in gamification on social media by photoshopping participants’ pictures into a car to help the user imagine driving a MINI and what their lifestyle might be like should they purchase one.
4. Create a spin-off social media game from the classic “punch buggy no punch backs!” car game encouraging users to tag one another in a photo of a MINI doing something out of the ordinary and challenging their friends to do the same.
