In the first installment of our two-part video interview with Lee Nadler, marketing communications manager for Mini USA, Nadler shares how the car brand leverages user-generated content, how it measures the effectiveness of its social media marketing, and more.
Even if you aren’t a Mini owner, you’ve probably heard of the design-savvy Mini Cooper that debuted in 1959, or their newer models like the Roadster or Convertible. And that fame isn’t just a natural result of creating good products – there’s a strategy behind it: giving Mini owners a voice.
The car brand maintains its high status because its customers truly love their cars (half of Mini owners actually name their cars) and act as brand ambassadors on social media.
“We are taking a different approach to social. We want to give Mini owners voice,” said Lee Nadler, marketing communications manager for Mini USA, during his panel discussion at ClickZ Live New York.
Different from other brands, Mini doesn’t hire paid influencers to represent the brand, Nadler explained. For example, the company’s partnership with skateboard legend Tony Hawk started with him buying a Mini. Then, instead of scripting Hawk in the campaign, Mini invited him to drive the car and share his experience as a consumer.
In the first part of our video interview with Nadler below, he details how the automotive brand gives Mini owners a voice, how the company measures its social media marketing, and more.
https://youtu.be/qk1n7RRh8pU
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceNurcin Erdogan Loeffler, head of strategy and innovation, Vizeum China, outlines the seven ways businesses can future proof their digital strategies. ...
View articleChina is a world leader when it comes to social commerce. Here, JD.com's Joey Bian outlines how cosmetic giant SK-II blended data from two of China's ...
View articleShift 2016, a conference held in San Francisco that focuses on digital disruptions in various industries, invited M&C Saatchi Mobile’s very ...
View articleAmerican Apparel's chief digital officer discussed the future of retail, the importance of delivering value to the consumer, and strategies for an IoT...
View articleGreat advertising starts when a brand delivers a service to the consumer – rather than an ad, says Forbes 30 Under 30 entrepreneur, Brian Wong. Read M...
View articleClickZ couldn't be at Cannes, but luckily, Ogilvy & Mather's Mark Himmelsbach was there to give us the scoop. Here are his insights from this year...
View articleClickZ Live San Francisco is an August staple (right?) but this year, we've made a few changes you'll love, like the new format and the brand new even...
View articleBeing comfortable with failure and making research a team sport are just two ways to avoid disruption, according to Alex Holmes of Government Digital ...
View article
Leave a Reply
You must be logged in to post a comment.