Research and insights into MINI's target audience, The Miniac.

1. Understanding the MINIAC.
Margot Smirniotopoulos
Tuesday, October 13, 2015

2. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
2
Irreverent
Wacky
In search of a Happy Car
Watch Here
Young (20-34)
No Children (yet)
Affluent
Experimental
Spontaneous
Active
Unique

3. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
Andrew Copeland, 32 years old
Interactive Designer, San Diego, CA
Status update (4h): Creative blocks = whisky tasting with our
VP, obviously.
Hi, Andrew
• $115k/year salary + freelancing income
• Only separates from the internet when working on his hobbies which
include woodworking, camping and cooking
• Searches for news about web design, new music and restaurant
reviews using Google, Reddit, Buzzfeed, TechCrunch and Mashable
• The first to download mobile apps, and the first to get rid of them for
more space to take photos and videos
• Is familiar with MINI and has already played around with the
website’s interactive color-design app
r/Design – Reddit
Kodak – 16.2 Megapixel Review
Best Cross-Country RoadTrips
Facebook: Lisa Petrey
Ally Bank Homepage
Elance Dashboard
UX Design
Buzzfeed: 10 Beautiful Watercolor Tattoos

4. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
Ryan Sullivan , 26 years old
DARPA Senior Fellow, Washington, DC
Status update (3m): #TBT to last week’s 24h coding party!
#GirlsWhoCODE @mauch5 @rubyTODAY
Hey, Ryan
• $70k/year salary
• Only separates from the internet when asleep; she has limited use
during working hours but is constantly on her phone all other times
• Career focused, looking into PhD programs in DC or Austin, TX
• Searches for trends in technology and recently, local mentoring
programs using Google, YELP and her social media networks
• Uses the Metro or gets a ride to work from her boyfriend, but is
finally earning enough to get a good deal on a new car
Facebook Group: #GIRLSWHOCODE
Facebook Group: DARPA Fellows
Washington, DC Apartment Search
WMATA SmartTrip
Instagram: @rubyTODAY
Facebook Event RSVP
Want to move your career forward?
Women in Tech
Instagram photo upload

5. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
FACT: Most young audiences are first-time car buyers.
INSIGHT: MINI’s target audience is resourceful and likely
believes they can figure out the car-buying process on their
own. But eventually, they’ll need some first-person guidance.
RECOMMENDATIONS: Make real-time advice available 24/7
through a variety of channels including:
• Web chats through the main website
• Social media chats for followers
• Short YouTube videos with straight-on advice about
buying a car
• Bonus: Use real MINI owners on-camera, relaying
information about the car-buying process while also
sharing their own relationships with the brand
#ONE

6. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
TREND: Young audiences are ditching Facebook for Instagram.
INSIGHT: Young people want to be inspired and envied; they
relish building an online brand and Instagram makes this
simple through pictures, video and quick-witted status
updates.
RECOMMENDATIONS: On Instagram, MINI must convey a
lifestyle through photo and video, with minimal copy and
without making a direct sales pitch. Consider:
• Create a “Make a MINIAC” competition asking current
followers to tag their non-following friends in a repost –
winning friend duos get to share a MINI for a day
• Host a crowd-sourced “destination” campaign asking actual
MINI drivers to shared pictures of the coolest places their
MINI has taken them
• Bonus: Include a “What’s in your MINI?” campaign
leveraging the trendy organizational-packing display
campaigns run by brands like Patagonia and Topshop
#TWO

7. Agenda
• The MINIAC
• Andrew
• Ryan
• Insights
TREND: Ad-block software usage has escalated in recent years,
and is predicted to continue growing .
INSIGHT: Young, savvy audiences know when they’re being
advertised to online – and resent it.
RECOMMENDATIONS: MINI needs to leverage all content-
delivery platforms according to how the target audience is
comfortable with absorbing advertisements:
• Social media and online banners should refrain from
plastering cost and leasing terms – but rather promote the
MINI lifestyle with the option to click to learn more
• Shift “sales-y” advertising to out of home placements in
commuter cities to catch the eye of young people who are
finally earning more money, but still take public
transportation to work
• Leverage brands that share a similar fun, adventurous
lifestyle (i.e. lend cars for RedBull events, use Warby Parker
to design the newest line of driver’s goggles)
#THREE