Work MINI AUSTRALIA

MINI vehicles, BIG wins.

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. 
Motorline-MINI-Case-Study
 
 

What they wanted

01

Help them increase traffic to their website

02

Help capturing and qualifying leads as a result of the traffic 

What they needed

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

 
 
 

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.

Scope of works

Find. Sell. Keep.

  • Landing Page Development
  • Inbound Marketing
  • Google Adwords
  • Facebook Advertising
  • Remarketing

 
 
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Audience Analysis

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.

 

Paid Media

Find 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. 

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Landing Page Development

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!

 

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results
20%
NEW MONTHLY WEBSITE VISITS
5X
INCREASED MORE LEADS
 
 
Results

Let the results do the talking

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.

 

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Rebecca-MINI-BMW
"Passionate, creative and innovative agency. Very trusting and easy to collaborate with."
Rebecca Mancini
MARKETING MANAGER Mini
 

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.

Communities we’ve grown
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BMW AUSTRALIA

BMW is one of the world’s most iconic automobile brands, celebrated for unparalleled German craftsmanship that is world renowned for quality and luxury. With a strong authoritative voice within the market, Neighbourhood aim to not only raise conversions but to place these brands top-of-mind when consumers are on the hunt for a new ride.

JOEBLOE

joebloe is a men's hair loss company that approached us in early 2017. Helmed by three old school-mates, Neighbourhood was approached to help them grow their business, while also pushing the understanding of men's hair loss. They were passionate about solutions to the customers hair loss problems, and education to help assist men who are a little lighter on top and don't understand why.

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