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 insight and turned it into a ridiculous epidemic. The Do-It-Yourself MINI. 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 and call out MINI DIYers on their favorite platform. And just when we had everyone convinced people were desperately trying to DIY the MINI, we made a big announcement: “Stop DIYing our cars. The MINIs are back. Go get a real one, right now.”