OUR RESPONSE.

We know our users value the highly relatable peer-to-peer advocacy of ‘people like me’ – especially passionate MINI owners, who truly love their cars. Equally, our audience is packed with EV intenders. 25% of What Car? users are considering going electric with their next car, while 50% of Autocar users are likely to go electric in the next five years.

That’s why we created standalone MINI Electric channels on both What Car? and Autocar, housing all MINI Electric’s influencer-style content in one place for better SEO and audience targeting. We then took MINI’s core assets and expanded them, crafting even more stories that offered a deep-dive into the product details and ‘real owner’ EV advice that we know matter to in-market buyers when actively researching their next purchase.

Social amplification was key. Using refined targeting and interactive formats for increased reach and engagement, we created a rich online conversation with a broader audience of MINI Electric owners that added its own social currency and influence to the campaign.