Campaign Spotlight: How Pulse Helps MINI Drive Awareness For Its "MINI LIVING" Campaign
16.10.2017 Case Studies
Pulse is currently partnering with MINI of the BMW group to execute their MINI LIVING influencer campaign. The Instagram campaign’s goal is to increase awareness of the MINI LIVING Urban Cabin installations, which are cabins created in metropolises by local architects aimed to "address and reflect the need for space saving whilst maintaining a unique identity.” The Urban Cabin has done just that, creatively reflecting its cultural surroundings in London and New York. One Hauser, Creative Lead of MINI LIVING commented, “MINI LIVING believes that the creative use of space is key to fining new approaches for the cities we love. In a more and more generic designed world, we trust in turning spaces into places. Places that offer local characteristics and identity on various layers.”
The London Urban Cabin installation was constructed and brought on view during the London Design Festival, which brought creatives together to showcase the latest innovations in design. In order to share the cabin and its message with a wider audience, MINI came to Pulse Advertising to execute a powerful, exciting influencer marketing campaign. Pulse invited 12 influencers to the London based festival to document the entirety of their MINI LIVING experience on their Instagram accounts, explaining the goal of the Urban Cabin to their followings. Selecting the right influencers was an important task for the campaign, therefore Pulse carefully selected elevated accounts that focus on design and showcase incredible photography.
Through utilizing more niche and design-focused influencers, MINI was able to share their installation with an audience larger than those able to experience it in person. As a supplement to the Instagram awareness campaign, Pulse helped plan an influencer dinner to celebrate the MINI LIVING campaign at Restaurant Ours in the heart of South Kensington, London. The dinner was a chance for the influencers to reflect on the London Design Festival and share their impressions of the MINI LIVING Urban Cabin. Merv from @mervinkaye commented, “I expected the Urban Cabin to be practical and flexible, yet stylish - just like a typical modern Londoner. It did not fail to deliver!” Influencer Alina from @rrudya commented, “My favorite part is the rainbow rooftop and the hammock - I can imagine myself spending days in it, reading all the books from the library.”
The current Urban Cabin installation is taking place in New York during the A/D/O festival to reflect urban living in NYC. The instillation is part of the city’s “Archtober,” a month dedicated to architecture and design. The A/D/O is a recently-opened design-centric workspace located in Greenpoint, Brooklyn. For this Urban Cabin, MINI collaborated with Bureau V, a Greenwich Village based design agency to create two extensions to the cabin and Pulse is helping by selecting design influencers based in NYC to visit the cabin and share it with their followers. Influencers selected by Pulse allow MINI LIVING to be shared with key demographics in urban areas beyond where the cabins are physically placed, amplifying both the beautiful message and aesthetic of the project. Stay tuned for more details on the New York campaign happening this week! #MINILIVING #UrbanCabin