Five times the leads. Inside three months.
MINI Australia needed more of the right visitors, and a way to turn them into leads. It started with MINI’s own buyers.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Automotive
- Service
- Paid media and inbound marketing
- Channels
- Google Ads, Facebook Ads, remarketing
- Built
- Landing pages for each offer
01 The briefA digital marketing plan that brings more of the right visitors to the website, and a lead capture strategy that turns them into qualified leads.
An icon of a brand, and results wanted fast.
MINI is the British marque owned by BMW, known for small cars that are practical and a little luxurious. MINI Australia wanted more people on its website, and more of them turning into leads.
The job was to get MINI in front of people shopping for a new car, and to do it quickly. MINI wanted to see results fast.
More visitors on their own would not do it. The visitors had to be the kind likely to buy, and once they arrived there had to be a way to capture their details properly, so interest turned into a lead the sales team could call.
What was missing was the join between the ad and the lead. Traffic and capture had to be planned as one path, from who sees the ad, to the offer that brings them back, to the page that takes their details.
What MINI asked for
- More of the right visitors. The kind likely to buy a new car.
- A way to capture them. Lead capture that turns visitors into qualified leads.
- Results, fast. MINI wanted to see them quickly.
Find the buyers, then bring them back.
Four steps, from MINI's own customer data to a lead in the sales team's hands.
Study who buys, Past customer data
Past customer data and MINI's buyer personas, studied for the traits that make someone more likely to buy.
The traits of a likely buyer
Build lookalike audiences, Google and Facebook
Audiences that share those traits, targeted through Facebook Ads and Google Ads, so the extra visitors were people likely to become customers.
More visits, from the right people
Remarket with an offer, After they leave
Remarketing on Google and Facebook followed visitors once they had left the website, keeping MINI in front of them with an offer to come back for.
A reason to return
A landing page per offer, Where the lead is made
Each landing page matched the offer the person had seen in the ad. To learn more or apply, they left their contact details, which went straight to sales.
Leads handed to sales
The offers that brought them back
Finance offers
Financing offers, shown to people who had already visited the website.
Deals
Current deals, each with a landing page built to match.
Test drives
A test drive, offered in exchange for the visitor's details.
Every ad had an offer, and every offer had its own page.
Paying for clicks that never become leads?
Four goals. Here is what came of them.
What MINI Australia wanted and needed before the campaign started, and where it stood three months later.
Goal 01
More traffic to the website
We built lookalike audiences from past customer data and buyer personas, and targeted them through Facebook Ads and Google Ads.
20%
more new website visits in the first three months. MINI wanted more people on its website, and it wanted them quickly.
Goal 02
Capture and qualify the leads that traffic brings
We set up remarketing with finance offers, deals and test drives, each leading to its own landing page.
5×
the leads MINI was getting before. Remarketing kept MINI in front of visitors after they left the website, and each offer gave them a reason to come back and leave their details.
Goal 03
A plan built on the quality of visitors
We targeted the traits that made MINI's past customers more likely to buy.
Lookalike
audiences, built from MINI's past customers. The extra visitors shared the traits of MINI's buyers, so they were likely to become customers too.
Goal 04
A way to capture interested visitors properly
We built a landing page matched to each offer, where the visitor exchanges their contact details to learn more or apply.
Every lead
had its details passed straight to sales. The page was about the offer the visitor had clicked on, and the details it took made the first sales conversations far easier.
Put together, MINI had five times the leads and 20% more new visits inside three months, which is what it set out to do: attract new customers. Understanding MINI's past customers and its buyer personas is what made it work.
Both numbers came from the same path, planned as one from the ad to the lead. With results wanted quickly, that depended on understanding MINI's business and its customers before a single ad ran.
“Passionate, creative and innovative agency. Very trusting and easy to collaborate with.”
Rebecca Mancini
Marketing Manager, MINI
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the customer data study, lookalike audiences, Google and Facebook ads, remarketing and landing pages.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
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