Iris > 实例探究 > MINI Grand Tour：影响者主导的 Clubman 公路旅行

MINI Grand Tour：影响者主导的 Clubman 公路旅行

技术

传感器 - 自动驾驶传感器

适用行业

汽车

适用功能

销售与市场营销

用例

智能停车
车辆到基础设施 (V2I)

关于客户

客户是MINI，一家汽车制造商。

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挑战

我们需要提高人们对 MINI 最新汽车的认识，特别是将其定位为适合现代男士的宽敞城市汽车。

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解决方案

我们想出了一个想法，挑战一位有影响力的人开车穿越非洲大陆，并沿途分享引人入胜的生活方式内容。我们与 2015 年度旅行作家 Jonathan Thompson 合作，他驾驶 MINI Clubman 在一个日历月内走遍了欧洲 28 个国家。他利用这段旅程通过社交媒体以及与《电讯报》的编辑合作来讲述故事，将 MINI Clubman 融入生活方式环境中。

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运营影响

The influencer-led marketing strategy proved to be a successful solution for MINI. The campaign not only raised awareness about the Clubman but also positioned it as a desirable city car for modern men. The engaging lifestyle content created by the influencer resonated with the target audience, driving traffic to MINI's website and increasing their social media following. The smart partnerships formed with start-up adventure specialists, The Flash Pack, A Ferry, and Three Mobile, allowed MINI to curate an interesting pan-Europe itinerary on a budget, further enhancing the appeal of the campaign. The campaign also resulted in significant media coverage, further amplifying its reach and impact.

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数量效益

Over 100 images and 10 videos were created for both MINI’s social and the on-the-ground team’s channels.
7 online and 5 print pieces of earned media coverage with The Telegraph and Metro.
3 features in ‘Telegraph Top 5’ (to achieve this an article must have over 50,000 views).

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