MINI | Facebook & Instagram Interactive Campaign

The physical connection people have with product discovery has changed since the global pandemic, making it more important to provide customers with engaging and tactile ways to discover products online. For their latest MINI countryman SUV campaign, MINI sought to buck that trend and provide their audiences with a more engaging and entirely new way to get to know their new car via Facebook & Instagram. To achieve this, Wavemaker partnered with Smartzer to create an interactive video based ad campaign.

Facebook ads manager was used to build the campaign where an ad with the MINI Countryman preview video was used to launch the interactive video experience via the "Learn More" button, as an alternative to driving customers directly to the MINI website. Alongside a smart media plan orchestrated by the team at Wavemaker UK the ads were run across Facebook and Instagram, providing an innovative ad format for audiences to find and engage with.

The interactive video included clickable hotspots highlighting new features of the MINI Countryman. Clicking on a hotspot gave the viewer access to an instant summary of the particular feature such as the Twinpower Turbocharged Engines and Adaptive LED headlights, with the option to "discover more" by clicking through the relevant MINI Countryman landing page.

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PAID SOCIAL INTERACTIVE CAMPAIGN...

GOAL

MINI Countryman came to Smartzer looking for a way to stand out between thousands of car ads. Given the increase digital presence had after the pandemic, it was becoming more challenging to differentiate from the competitors online. That's why for them it was more important than ever to provide customers with engaging and tactile ways to learn more about their new car.

Execution

The platform was used to combine existing MINI Countryman Campaign assets, creating a standalone interactive experience that effortlessly blended with MINI's website and social environments.
An ad with the MINI Countryman preview video was used to launch the interactive experience via the 'Learn more' button, as an alternative to driving customers directly to the MINI website.

Results

The campaign results across Facebook and Instagram exceeded expectations both for the ad performance as well as interaction levels with the interactive format.
The campaign reporting included interaction levels with the different product features and final conversions to various actions such as downloading brochures from the MINI website.

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