MINI (@MINI) turned to Twitter to catalyse conversation around its URBAN-X (@urbanxaccel) incubator programme - a venture accelerator for startups looking to reimagine city life. Together they set out to launch the ‘Love the City/Hate the City’ campaign, boosting awareness of its work developing more sustainable, resilient, and vibrant cities.
The ‘Love the City/Hate the City’ campaign set out to amplify awareness of @urbanxaccel’s work among urban changemakers, global city residents and entrepreneurs.
Launching in Germany, Spain and Italy, @MINI commenced the campaign with a thought-provoking question – do you love or hate the city? Conversation buttons prompted people to spread the campaign message to their followers. Campaign reach and engagement grew as audiences weighed in with their opinions on how cities could be improved.
@MINI then launched the second phase of the campaign with a series of video ads across the three markets, detailing the work that @urbanxaccel does to help improve cities around the world. To optimise impact, @MINI ran A/B testing in each market, comparing the performance of videos optimised for 15 second vs 3 second views. It was quickly deduced that optimising for 15 second views was both more effective and cost efficient, with significant improvements across all metrics.
@MINI wanted to deepen the audience’s understanding of @urbanxaccel’s work from surface level to in-depth. To achieve this, the final phase brought the deployment of Carousel Ads, driving users to the @MINI landing page. Here, the audience enjoyed longer form content, including a hero video and details of four start-ups supported by @urbanxaccel.