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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.
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.
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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.
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
— Lee Nadler, MINI Marketing
Start breaking through the clutter
with measurable, branded content:
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
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...