Case Study: MINI USA achieves 673% higher engagement with Unified

Using Twitter’s new layout and ad units to drive 673% more engagement

MINI USA wanted to find innovative ways to increase social engagement and awareness for the launch of its new hardtop vehicle while also growing its online community. The company partnered with vendor Unified, along with agencies Beam and BSSP, to develop a paid media strategy on Twitter.

Unified's solution involved leveraging Twitter's new layout and emerging ad units, including Promoted Accounts in the timeline and amplified creative tweets. They used strategic targeting with custom interest keyword clusters and MINI's own followers. This approach drove a 673% higher engagement rate and a 36% more efficient cost per follower compared to industry benchmarks, while also adding over 3,000 new followers per week for MINI USA.

MINI USA

Lee Nadler

Marketing Communications Manager