The result? One of MINI’s most successful social campaigns in the brand’s history. Desperate MINI fans will do ANYTHING to get their hands on our cars, even when there are none available.
When the supply chain crisis ended, MINI realized they needed a way to announce that their cars were back in stock. So we took to DIYers’ favorite platform, TikTok, and posted seemingly real DIY MINI Cooper tutorial TikToks made by MINI fans who couldn’t wait any longer for their MINI. Then we launched a fake task force, the Don’t Do-It-Yourself Department, to alert the public. People went crazy for the content, with the most common comment being "Is this for real?!". Once we had everyone convinced people were desperately trying to DIY the MINI, we made our big announcement: Stop DIYing our cars. MINIs are back.