BMW Mini - #askthenewmini
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How did the campaign make a difference?
When the new MINI was introduced many fans reacted sceptically: "New looks, bigger size – is this still a MINI?"
To convince drivers that behind all the changes the new MINI still has the same playful attitude, the new MINI was allowed to literally speak for itself through 15-second Instagram videos – earning impressive audience interaction, many millions of impressions and hundreds of thousands of new fans.
Strategy
The passionate MINI fanbase was very sceptic about the new MINI.
To win them over, the team used Instagram to...