mini usa
asset LIBRARY AND DESIGN system
asset LIBRARY AND DESIGN system
project overview
With the release of new model year updates, we needed a design and content refresh that complimented aesthetic improvements that of the new models.
First, our small team was tasked with capturing the new audiences to get them excited, drive new leases, and purchases of the new hardtop models.
Second, we crafted a new email design system to speak to new prospects and competitive audience sets
With limited access to global creative assets and budget, we conceptualized and created a complimentary paid social campaign extending the More of What Matters positioning platform into Way of Getting More.
Second, we crafted a new email design system to speak to new prospects and competitive audience sets
With limited access to global creative assets and budget, we conceptualized and created a complimentary paid social campaign extending the More of What Matters positioning platform into Way of Getting More.
Social and Email Content
With the essence of getting more out the what matters most, we wanted to showcase where the mighty two door can truly take you. Beyond the urban landscapes you're forced to tackle everyday defensive driving and to celebrate what is really important — the scenic drive.
We created a social series detailing the ways of getting more (emotively and car centric). Putting proof in the meaning of the platform, we showcased our mighty hardtop's getting out and getting more scenery along the way. Additionally, getting more out of its core "go-kart feeling" brand principle and highlighting new purposeful design features.
"Getting More Joy out of the Drive" — :15 Sponsored Story
Audience: Performance-focused Handrasiers
Where: Facebook & Instagram Stories
More targeting
We additionally shot and created sponsored stories and posts targeting ORTM audience that highlighted key model upgrades that they were interested in the most — more color options, LED upgrades, and perfected in-car technology.
Email design system
A audience strategy focused redesign to MINI USA's email communications.
We were primarily catering towards Handraiser, ORTM, and Lead audiences.
We were primarily catering towards Handraiser, ORTM, and Lead audiences.
