Car market became more crowded with the entry of many different players and all focusing on similar aspects of care, comfort, speed and performance. It thus became very important to distinguish the Mercedes brand from other competitors and Mercedes Benz engaged via Influencer marketing campaigns.
Mercedes Benz CLA (2013)
Mercedes Benz came up with a new challenge to engage with its younger customers via Instagram when they launched their entry-level sedan, the CLA, in 2013 and to reach its target audience, the company used Influencer marketing and tied up with 5 Instagrammers. Each of these Instagram photographers got a Mercedes CLA for a 5-day road trip during which they would capture and post their experiences and whoever got the most ‘likes’ got a 3-year lease on the car.
Mercedes Benz was able to generate engagement through the marketing campaign where it received 87M+ organic Instagram impressions, 2M+ Instagram likes and 150 new marketing assets in form of stunning and amazing photos. Most importantly, the company was able to get attention and focus from customers. It also helped them reduce their marketing expenses.
Recent Campaigns
In recent years, Mercedes Benz came up with similar Influencer marketing campaign to reach to millennials. It initiated a program called “MB Photo Pass” where Mercedes partnered with 25+ social media influencers and photographers and videographers across social media handles.
It also teamed up with YouTube influencer and extreme-sport videographer Devin Super Tramp to create a video called “The Ultimate Race” featuring its 2017 C-Class Coupe. The video generated 2.3M views. The company has tried to bring in more emotional and story-telling aspects in their marketing campaign. It collaborated with production company MSP to create 360-degree video experience for its 2017 GLS sport utility vehicle where Insta Influencer Loki, the wolf-dog and his owner Kelly Lund drives a Mercedes through mountains.
All these campaigns helped the brand bring out different stories that would otherwise not be possible through advertisements. Remember posts about vehicle specifications and a photo of the vehicle along with it in newspapers? It has become dull and ineffective with the advent of social media. Now people want more videos and images and look for some real connection with the brand.
Mercedes Instagram page takes its followers to places that they would never go to and then show them the experiences of famous personalities. Mercedes-Benz continues to position its products with influencers’ audiences and focus on authentic stories told with the products and, in most cases, told from the influencer’s point of view.
You might also like to read about Influencer Marketing
[wpforms id=”320″ title=”true”]
