MINI X WAVEMAKER X SMARTZER: INTERACTIVE FACEBOOK ADS

HOW TO TRANSFORM YOUR FACEBOOK AD CAMPAIGNS INTO ENGAGING INTERACTIVE EXPERIENCES

Photo: Screencapture of MINI Countryman interactive video.

Objective

Seeing as the dwindling physical connection people have with product discovery is under threat from global pandemic measures, it is more important than ever to provide customers with more engaging and tactile ways to discover products online. For the latest MINI Countryman SUV Campaign, Wavemaker UK sought to buck that trend and provide their audiences with a more engaging and entirely new way to get to know the new car.

Execution

Video: MINI Countryman interactive ad, Instagram user experience.

In preparation for the campaign, the Smartzer custom interactive overlay was used to combine existing MINI Countryman Campaign assets, creating a standalone interactive experience that effortlessly blended with the onsite and Social environments. The interactive player was then placed as a call-to-action URL within the Facebook ads manager on a range of different ad sets and campaigns. Alongside a smart media plan orchestrated by the team at Wavemaker UK the ads were run across the Facebook ad network, for audiences to find and engage with. While interacting with the video, users were able to discover the range of different new features on the car and click-through to the MINI Countryman landing page.

See the user journey below:

Images: MINI Countryman Interactive campaign, Facebook user journey.

Results

• Video CTR = over 24%

Conclusion

Many prospective car buyers are avoiding all but essential travel reducing footfall in car dealerships across the UK. One sure way, however, of enticing customers and making up for the reduced footfall is to inspire consumers online earlier on in their product discovery journey. With Smartzer interactive technology the teams at MINI and Wavemaker were able to achieve exactly this. Interactive and shoppable formats have historically been primarily used to reduce the path to purchase, but in times like these, the opportunity to use these technologies to boost engagement and bring audiences closer to the product in industries with large purchase funnels is vast.