CASE STUDY
MINI: The Decibel Podcast Sponsorship and Sponsor Content Series
The campaign delivered meaningful impact in moving the needle for MINI EV across all key brand health metrics.
Results
The Decibel Sponsorship
The Decibel sponsorship campaign over-achieved on campaign commitments and key performance indicators, and surpassed applicable Globe and Mail benchmarks. Frequency made the greatest impact to lift favourability and purchase consideration.
+397%
Overachieved average episode listens commitment
+152%
Over-delivery against estimated brand impressions
+221%
Over-delivery against brand ad CTR benchmark
Challenge
The MINI brand team wanted to drive awareness and consideration of the MINI Electric Vehicle lineup by inspiring and influencing environmentally conscious auto intenders.
The Decibel, our new daily podcast provided an opportunity for MINI to be the exclusive partner with The Globe and Mail as we launched a podcast examining the topics being passionately debated in business, politics and households across our country.
Strategy
The Decibel podcast is targeted to the business leaders of tomorrow—a highly coveted audience for the MINI EV—which presented an opportunity for the brand to reach this audience using a format they had not previously tapped into.
A sponsor content series was paired with the sponsorship to drive further engagement and consideration for the brand.
Explore the campaign
The success of the content series in combination with the podcast launch confirmed what the data told us – that the Globe could deliver the globally minded, electrically curious target audience that MINI was looking for. And most importantly, the alignment of these two storied brands with this groundbreaking program was instrumental in MINI closing the most Electric Cooper SE deals ever in July, 2021. Results don’t get more electric than that!
MEDIA EXPERTS, MINI BRAND TEAM
