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On Strategy Showcase

How MINI's strength created a challenge

Feb 3, 2024
The podcast discusses the challenge of larger Mini models being overlooked due to the brand's small perception. They explore the marketing strategy for the Mini Clubman targeting dog owners in the UK market. The chapter also highlights the characteristics of Mini drivers, strategies for the Clubman model, audience profiles, and how the Clubman became popular among dog owners.
39:28

Podcast summary created with Snipd AI

Quick takeaways

  • The campaign successfully positioned the Mini Clubman as the go-to option for dog-friendly travel, emphasizing its practicality for dog owners.
  • By targeting niche audiences, such as dog owners, and understanding their unique needs, Mini created a strong brand association and gained industry recognition.

Deep dives

Phase 1: Associating the Brand with Dog Ownership

The first phase of the campaign focused on associating the Mini Clubman with dog ownership. Research showed that the Clubman had features that made it practical and suitable for dog owners, such as the unique barn doors that provided more control for dogs' exit from the car. Quantitative research further confirmed that the Mini brand was perceived as suitable for dog owners. To promote this association, the campaign targeted dog owners in various ways, including targeted ads during Paw Patrol screenings, a dog-friendly retailer network, and partnerships with dog-related organizations like Dogs Trust. The campaign aimed to position Mini Clubman as the go-to option for dog-friendly travel and emphasize its practicality for dog owners.

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