Iris > 实例探究 > 转变 MINI 品牌形象：达喀尔拉力赛的成功

MINI's Digital Content Marketing Strategy for Dakar Rally

挑战

MINI 希望改变其品牌形象，从标志性设计转变为性能认证

关于客户

小型的

解决方案

讲述 Harry Hunt 的故事 - MINI 赢得 2016 年达喀尔冠军，并与 John Cooper Works 合作设定艰巨的挑战，将 Harry 推向极限，将 John Cooper Works 系列的卓越技术性能与 MINI 的达喀尔资历联系起来

运营影响

The operational results of MINI's digital content marketing strategy are not explicitly mentioned in the case study. However, it can be inferred that the strategy likely helped to change the brand's perception and highlight its performance credentials. By telling Harry Hunt's story and showcasing the gruelling challenges he faced, MINI was able to demonstrate the performance capabilities of its vehicles. Offering test drives on the John Cooper Works range further reinforced this message, allowing potential customers to experience the performance of MINI's vehicles firsthand. This strategy likely helped to attract a broader audience and connect with racing enthusiasts, thereby enhancing the brand's reputation and market position.

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