The DIY MINI

Desperate mini fans will do anything to get a mini, even when there are none available. The global supply chain crisis caused people to build do-it-yourself versions of literally everything. From furniture to an actual submarine, DIY content exploded across TikTok. But as the crisis ended, MINI realized they needed a way to announce their cars were back in stock. So we took the DIY trend and turned it into a ridiculous epidemic: The Do-It-Yourself MINI. The campaign became one of MINI’s most successful social initiatives in the brand’s history, receiving over 50MM views in the first weeks. Take a look at tiktok.com/@miniusa