BuzzFeed MINI Case Study

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  • 1. BuzzFeed Case Study MINI
  • 2. Background The MINI was born when soaring fuel prices in post-World War II England inspired the Morris Company to design a small, fuel-efficient, and affordable car. It was the first of its kind, and the unique design and breakthrough innovations gave it an appearance that was slightly left of normal. Because of its distinct look, the MINI gained a reputation for being not just a car - but a symbol of independence and spontaneity. Objectives MINI and BuzzFeed first collaborated in mid-2012 to launch a series of custom social posts centered around the marketing slogan “Not Normal.” After an extremely successful first program, MINI returned less than three months later to expand its base of content with BuzzFeed’s highly engaged audience. The primary goals of MINI’s second collaboration with BuzzFeed were to continue broadening awareness for the brand slogan “Not Normal,” emotionally engage with its audience, and enhance perception of MINI as a fun brand. MINI
  • 3. 80,000 60,000 40,000 20,000 1/31 2/2 2/4 2/6 2/8 2/10 2/12 2/14 2/16 2/18 2/20 2/22 2/24 2/26 2/28 3/2 3/4 3/6 0 seed views social views 3.0x Social Lift MINI Approach Drawing from experience, BuzzFeed and MINI created 7 new custom social posts to add to their existing base. The posts challenged readers to reconsider “Normal” - inspiring them with amazing “Not Normal” topics ranging from environmental phenomena to interesting competitions, and bold fashion statements. The theme reflected MINI’s personality and voice, allowing the branding to integrate seamlessly into the content. Results Reader reaction was phenomenal - the new wave of content drew in over 1 million engagements, two thirds of which resulted from social sharing. In addition, MINI’s first round of BuzzFeed content was featured in the right rail section of the new post pages, providing even greater exposure, momentum, and page views. “BuzzFeed is a great partner to share MINI’s ‘Not Normal’ messages in ‘Not Normal’ ways that go beyond conventional advertising.” — Lee Nadler, MINI Marketing Communications Manager
  • 4. overall control overall control overall exposed overall exposed 32.9% Brand Lift 52.2% Brand Lift MINI Start breaking through the clutter with measurable, branded content: sales@buzzfeed.com www.buzzfeed.com/advertise Key Takeaways MINI’s BuzzFeed program exceeded its engagement goal and objective to enhance brand perception. Even more valuable was the measurable gain in purchase intent and consideration. By increasing the length and flight of their campaign in collaboration with BuzzFeed, MINI achieved cumulative gains from exposure and iteration, and drove more traffic to existing posts. MINI is a brand that stands for fun. MINI was a car they might consider for their next vehicle purchase.20.4% 32.2% 15.4% 21.2% Overview To quantify the program’s impact on brand perception and purchase intent, BuzzFeed and MINI conducted a Nielsen Online Brand Effect study. The study proved that readers went beyond sharing MINI’s BuzzFeed content with their friends, to truly embracing the MINI brand. Readers exposed to MINI’s BuzzFeed content through social sharing were more likely to respond that... Those same readers were also more likely to indicate that...