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Case Study: MINI Japan achieves 2.5X higher close rate and 1.3X increase in lead generation with Facebook
A Facebook Case Study
Taking a full-funnel approach to lead generation with Facebook targeting
MINI Japan launched the new MINI Crossover — a premium compact SUV introduced in 2017 — and faced the challenge of reaching new customers as lead growth from traditional interest targeting began to plateau. The brand wanted to move people from awareness to purchase intent and relied on Facebook’s targeting and ad formats to deliver the right message at the right time.
MINI ran a full-funnel campaign that prioritized branding-first creative and used video, Canvas, carousel, link and photo ads to guide a broad 25+ audience from awareness to engagement to leads. The approach delivered a 38-point lift in ad awareness, a 17-point lift in purchase intent, a 1.3X increase in lead generation and a 2.5X higher close rate compared with previous interest-targeting efforts.
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