Challenge:
MINI wanted to create a fun and culturally relevant TikTok campaign to celebrate the arrival of spring and summer—aiming to boost engagement with its audience during key seasonal moments.
 

Outcome and My Role:
I helped concept and craft a TikTok campaign that leaned into seasonal moods and trends, highlighting MINI’s playful personality. My role included ideation, scripting, and collaborating with creators to ensure the content felt native to the platform while staying true to the brand.
 

Results:
The campaign achieved strong engagement across TikTok, with above-average watch times and interaction rates. It helped strengthen MINI’s connection with its audience and reinforced its identity as a culturally aware and joyful brand.