CASE STUDY: Mini Brochure Downloads/Test Drive Requests

Provided by RadiumOne
RadiumOne worked with Mini to drive cost-efficient brochure downloads and test drive requests.
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What was the Challenge / Background of the Campaign?

To raise awareness of the launch of the new Mini Hatch

What was the Campaign Objective?

With the launch of the new Mini Hatch, Mini tasked RadiumOne with driving cost-effective test drives and brochure requests to support the new model launch.

What was the Solution?

Mini use RadiumOne's Po.st URL Shortener ( https://www.po.st/shortener ), so we were able to target Mini's social sharers alongside a specific targeted audience of ABC1 adults aged 25-44, optimising towards users who were car buyer intenders as well as users interested in cars.

What were the Results?

Those users who interacted with a Mini shortened URL, were then re-messaged by RadiumOne in real-time and converted at an exceptional 4.5% conversion rate, proving that users who share Mini content, are the most powerful intenders.

What were the Key Learnings of this Campaign?

By targeting hand-raisers (Users engaging with/sharing Mini and New Car Content), we were able to drive a very high conversion rate, proving that tapping into sharing intent delivers performance.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k
25 - 34
35 - 44
Both
ABC1
ONLINE / DISPLAY
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIAL
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