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.
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