Pulse x MINI: Global Influencer Campaigns

The campaign appears to turn on the reading that installations become stories once people with their own audiences experience them in person, so the brand narrative was built by creators and artists at events rather than stated in advertising.

Pulse Advertising treated MINI as a long running partner since 2018 rather than a single brief, bringing niche influencers, artists and brand ambassadors into MINI events so their experience of the installations carried the brand narrative.

International niche influencers, artists and brand ambassadors joined MINI events in the US, Asia and Europe, experienced the installations on site and created content around them, across multiple campaigns spanning automotive, MINI Living and MINI Fashion.

Pulse Advertising reports 150 M impressions across the partnership, alongside 200 + creator collaborations over 5 years of partnership, although the page does not break these figures down by campaign, market or division.