For the millennial audience, experience is all. So we built the campaign around the simple theme of “Small in Size, Epic in Experience” with the goal of capturing and celebrating memorable experiences inspired by the Mini.

Starting with a core team of seven influencers, we built a globe spanning Mini Moments ecosystem encompassing a mix of influencer and user-generated content, media placements and paid social. The idea was to create content and experiences that consumers would actively seek out, rather than seek to avoid, embracing the culinary passions of the millennial generation and forging a connection around the themes of food, friends and discovery.

After identifying and enlisting seven global influencers who would resonate with key demographics, we got out our passports for a whirlwind film shoot following each of these ambassadors throughout their day. With stops in Beijing, Paris, London, Berlin, Los Angeles, NYC and Sydney, the resulting hero film built a story compiled of multiple mini moments that culminate in one epic experience.

Additional content enabled viewers to continue the journey further with each of the influencers while accessing recipes and insights inspired by the new Artisan Mini Mixer. The campaign is anchored by the MiniMoments.com digital hub that aggregates all content with #minimoments in real time to provide a living ecosystem for mini moments around the world.

With the global product launch differing by region, the content strategy was structured on a rolling calendar. An 'always on' approach ensured that media placements, paid social, and influencer content was timely and relevant.

Results have far outpaced expectations, with the campaign racking up 274 million total media impressions to data while generating 102 million social impressions, 17 million social engagements, and 16.9 million social video views. And at the height of the campaign, the MiniMoments.com website was generating north of 125,000 monthly visits.