Social Media Advertising.
MINI 3 Doors
The iconic MINI 3-door embodies the essence of the brand, with its low-centre-of-gravity and exhilarating go-kart feel. Packed with urban personality, innovative technology and MINI twinpower turbo engines, this automobile is a master of the city.
Boost brand awareness and sales for the MINI 3-door through Facebook advertising.
To drive sales for the MINI 3-door model we created a strategy that focused on moving people down the marketing funnel. We divided our strategy in 3 stages.
Awareness stage (Top of the Funnel): We started off by creating an Instant Experience ad with attractive video, banners and copy, as well as a separate video ad, both of which focused on storytelling rather than direct selling. We targeted a broad audience and interests to reach as many relevant people as possible.
Consideration stage (Middle of the Funnel): In this phase, we started narrowing down our audience and targeted people who have interacted with the Instant Experience ad or have watched more than 8 seconds of the video ad. For this audience, we served a banner ad that showcased the best aspects of the car, as well as the financial benefits of the offer. We used “get offer” for a call-to-action button.
Conversion stage (Bottom of the Funnel): In the final stage of our funnel, we targeted people who have interacted with the ad from the consideration stage or who have been on the landing page of the offer. In addition, we created a separate remarketing campaign for all visitors of the website. We created a banner ad, with more direct advertising messages and a “request test drive” call to action.
Video Content Leads to Purchase Intent
It is common knowledge among marketers that online video ads are primarily used for increasing brand awareness. While this is true, video ads can be much more than that. Research has shown that even after only one exposure to a video ad, companies saw an increase in consideration among 57% of campaigns, increases in favorability among 24% of campaigns, and increases in purchase intent among 35% of all campaigns (“New Data Shows Online Video Ads Drive Consideration, Favorability, Purchase Intent and Sales”, 2015).
While our campaigns were not part of this study, the results of the research certainly align with the results of our advertising efforts. We saw a significantly higher engagement rate, higher click-through rate and higher conversion rates than previous campaigns. The end result of our campaign was 4 car sales in a short period of time and with a modest budget for an incredible return on ad spend.
Youtube campaign: official launch video
What the client says
I have been working with Mayomo from the start of December 2016 and will continue to work with them in the foreseeable future. Their professionalism could be seen right from the first email I have sent to their team to request an estimation of an extremely complex project with multiple unknown factors. Their response contained the perfect mix of information and detailed explanation of how we would tackle what was in the beginning “just an idea”.