MINI

Led MINI Global’s community management, social media strategy and creative output across Instagram, Facebook, X/Twitter, TikTok, LinkedIn, YouTube and Pinterest delivering 3.5K+ assets (150+ per month) across global channels and for distribution to local markets. Scaled MINI’s global social following by 2.1M+ followers across 8 platforms, drove strategic and creative adoption across local markets and achieved a 92% net positive sentiment through an aspirational, UGC-led community strategy rooted in MINI’s ‘Big Love’ positioning.

Ideated and launched initiatives spanning heritage, sustainability, gaming/metaverse (MINIverse), motorsport, local cultural activations and new car launches, while supporting major global partnerships including Paul Smith, David Bowie, Mr. Bean and Pokémon. Delivered MINI’s most-viewed campaign ever, ‘Driving Home for Christmas’ featuring Chris Rea (who originally wrote the song in a MINI and had never made a music video) achieving 9.2M views worldwide and surpassing UK YouTube views of seasonal favourites such as John Lewis.

The work helped drive meaningful commercial and brand impact, contributing to MINI entering the top 10 most-sold cars in the UK, achieving year-on-year sales growth and elevating the brand into the top 20 for Gen Z consideration. From 2021-2023 MINI ranked as the 3rd, 5th and 7th most-sold car in the UK with global sales up 3%+ and MINI ranking 19th for Gen Z brand equity growth and outperforming competitors across key metrics. Pitched and won additional MINI brand strategy work further expanding the scope and influence of the partnership.

Creative Review
AdAge
LBB