1300 71 61 41Mini Australia
MINI Vehicles, BIG Wins
Services Used
Project Manager
Project Location
Australia
Project Goals
Mini is a British automotive marque, owned by BMW since 2000, and used by them for a range of small cars. Mini is considered an icon of the 1960s British pop-culture movement and you may remember it from any of the Mr. Bean series. Nowadays Mini is about providing luxury and practicality on a small, compact scale.
Tools Used
Their wants
01
Help them increase traffic to their website
02
Help capturing and qualifying leads as a result of the traffic
Their needs
01
A digital marketing plan that focused on increasing the quality of visitors to the website resulting in more qualified leads
02
A lead capturing strategy to ensure they could properly capture interested visitors information
Identifying the problem
Mini is an iconic brand in the automobile industry and it was Neighbourhood's task to not only raise the voice of Mini, but to place this brand front of mind when consumers consider purchasing a new car. Mini wanted to see the results quickly and they needed a quick win strategy.
The Plan
- Targeting their audience
Targeting their audience
- Analysing and understanding who their target audience was essential, especially if we planned on using paid media to target them. Using past customer data and the company's buyer persona information we studied what traits make a consumer more likely to purchase.
- Using this data we were able to create lookalike audiences and target them appropriately. One goal we were targeting was to increase their website visits, but we didn't just want anyone, we wanted visitors who were likely to become customers.
The Strategy
- Finding your lookalike
- Qualified leads to sales
Finding your lookalike
-
Now that we had lookalike audiences and understood who the target audience would be, we used paid media tools such as Facebook Advertising and Google Adwords to focus in on our customer traits.
-
Once we were attracting the right type of visitors we used remarketing to increase their brand exposure and to follow them once they had left the website. Using financing offers, deals and test drive options, the goal was for the visitor to return to one of our landing pages to exchange their information for the offer resulting in them becoming a lead.
Qualified leads to sales
- Landing pages are absolutely essential to any lead generation strategy and the key to capturing information. Each landing page was designed to reflect the offer or deal the lead was exposed to from the paid media and remarketing.
- In order to learn more or apply for the offer, the lead was asked to exchange their contact information which was passed onto sales and made those initial sales talks a breeze!
The Results
20%
Increase in New Website Visits
(in the first 3 months)
5x
Increase in Leads
Analysing and understanding past customer data and Mini's buyer personas was key to succeeding.
In only a short two months website visits rose from 20% while leads rose by 5X which is a big win for Mini and their goal to attract fresh customers to the business.
"Passionate, creative and innovative agency. Very trusting and easy to collaborate with."
Conclusion
With such a quick turn around for results it was important for us to understand their business and their customers so we could nail the brief. Mini is a global icon in the automotive industry and Neighbourhood is an icon in Bakery Lane and up at the pinball arcade, it's a match made in heaven.
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