MINI
Managed MINI Global’s community management, social media strategy and creative output across Instagram, Facebook, Twitter/X, TikTok, LinkedIn, YouTube and Pinterest. Delivered over 3.5K assets (150+ per month) across global channels and for distribution to local markets.
Delivered MINI’s ‘Driving Home for Christmas’ campaign featuring Chris Rea who originally wrote his classic hit in a MINI and never made a music video for it which became MINI’s most-viewed campaign video online (9.2M worldwide and 3.6M UK). It surpassed YouTube views of Christmas favourites John Lewis (3.1M UK). Also supported campaigns for MINI editions (Paul Smith, Mr. Bean, David Bowie etc.), MINI’s history, new car launches (including the Aceman and its Pokémon collaboration), the MINIverse game, sustainability initiatives, local cultural partnerships, motorsport and other ad hoc activities.
Helped reinforce MINI’s ‘Big Love’ messaging by leveraging topical moments and pioneering an aspirational UGC-driven strategy achieving over 92% net positive sentiment and growing their community by over 2M followers. This contributed to MINI ranking as the 3rd, 5th, and 7th most-sold car in the UK from 2021 to 2023, with worldwide sales increasing by over 3% and resulted in MINI strengthening its brand, outperforming other car brands in various key metrics and ranking 19th as a top Gen Z brand by brand equity growth.
