This was one of the earliest pieces of Mr Rental fan art. It’s a version of the This Party Sucks meme. What’s impressive is that, at the time of it’s creation, all the products and prices were accurate

The historical approach to Mr Rental Facebook posts was to replicate content from the retail catalogue. We can see from this sample post that engagement was minimal. An important question for the DMS would have been whether that low level of engagement reflected the full potential of the brand and the audience, or whether better results could be achieved through application of Brand Audience Experimentation.

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Here you can see the BAE process led the DMS to create a series of lifehack posts, which–because of their valuable content–were immediately more popular than the retail-themed posts.

In this post we see the DMS experimenting with ways to re-incorporate Mr Rental into the Facebook posts as topical, branded content without making specific reference to rental goods. Note the continuing improvement in engagement. It is a testament to the effectiveness of BAE.

This post marks an interesting transition in the DMS team's experimentation. While the post itself was of middling performance, the activity in the comments, where members of the DMS respond to FB users in the character of Mr Rental, is significant.

Rigorous application of the BAE process leads the DMS away from their established content pillars of retail offers, lifehacks and topical references, and into a territory that is purely about brand personality. Mr Rental has always had an element of "dad joke" about him. This post is a continuation of that theme, minus the usual retail elements.

This post–the most popular to that date–demonstrates an increasingly deep connection between audience and brand. The post also marks a tipping point where audience comments become popular in their own right, and more and more people begin reading and responding to other comments on the post

Indeed this is true. The space cats version of the ad sold twice as many beds as the version without space cats. DK's passion shows how the BAE's data-driven analytics leads to an intimate understanding of the audience's deepest needs and desires. Which in this instance was a need for space cats.

Around this time, the DMS renegotiated their deliverables so that they were free to create content when and where they saw fit, without regard for schedules or quotas. Their only objective was to continue using BAE to grow the audience.

The culmination of 18 months' brand audience experimentation, Waddup Washing Machine was the most popular Mr Rental Facebook post of all time, smashing all previous records for views, shares, reactions—and most importantly, comments. It is evidence of the profound effectiveness of BAE as a transferable process that any brand can use to create deep engagement and genuine business impact.