CASE STUDY
MINI: The Decibel Podcast Sponsorship and Sponsor Content Series
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 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 imact to lift favourability and purchase consideration.
397%
Overachieved average episode listens commitment
152%
Over-delivery against estimated brandimpressions
221%
Over-delivery against brand ad CTR benchmark
Challenge
To utilize VIA Rail’s 1st party data (current and former VIA Rail customers) to improve targeting and outcomes for VIA.
Strategy
MINI partnered with The Globe and Mail to launch our first daily podcast examining the topics being passionately debated in business, politics and households across our country. The 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. The launch partnership lasted for a period of 8 weeks and included co-branded promotional assets as well as 100% SOV of the embedded audio spots and display assets on the landing page.
A sponsor content series was paired with the sponsorship to drive further engagement and consideration for the brand. The climate crisis is very timely and topical, so Globe Content Studio produced a 3-part series profiling industry leaders who are evolving and addressing the transportation crisis through electric-powered innovations.
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
