After the launch of the new MINI in the American market (US), the brand detected that the owners of its cars were delighted and highly satisfied with the purchase.
Spontaneously, MINI decided to start a follow-up of the comments to find out what its customers liked so much to try to get to know them better and thus be able to satisfy their needs.
They decided to establish an ongoing brand monitoring system on the Internet, sharpening their ears to hear conversations without interference.
The initiative turned out to be a success for the brand, highlighting three advantages:
1. It served to find out what MINI owners thought and experienced.
2. Measure the effects of your marketing and advertising campaigns, by monitoring comments and opinions before and after.
3. This follow-up led to the creation of an exclusive loyalty program, giving them a place in the brand and turning them into promoters and evangelizers of the brand.