How do you break through in a market full of noise and competition? Differentiate your story to better engage a precise target audience, that’s how.
We helped MINI of Baltimore create a brand story that gave it a unique voice in a cluttered car market. Our team researched target audiences for the MINI brand identifying core interests, such as love for animals (dogs), foodie-ism and local special events, to create messaging and opportunities for precise engagement.
We launched MINI’s new voice in the market with television, radio and billboards introducing their showroom pet, Cooper, which became the catalyst for a series of viral social media campaigns showcasing pet-related fundraising and customer stories for the MINI dealer.
Throughout the year, a series of social media campaigns incorporated customer experiences and enticed new customers with exclusive VIP test-drive offers, a key conversion action to motivate intent to purchase.
Direct mail and email marketing occurred during peak car buying seasons, using custom standout creative targeting audiences shown to have characteristics of higher conversion rates. These included owners of competitive auto brands seven years and older in higher income ZIP codes.
Additional efforts included special event sponsorships and campaign activation opportunities with regional organizations reaching profile car buyer demographics, including WTMD concerts, The Best of Baltimore with Baltimore Magazine, and the Baltimore Zoo.