Today the main challenge for many luxury brands is how to attract new young audience without changing the brand concept. Mercedes-Benz has become a real pro in field of cooperation with influencers and promotion on social media. 


Cooperation with photographs and journalists

Lately Mercedes-Benz started some campaigns targeting at the millennials to attract their attention to the brand. Statistcs shows that an average age of Mercedes-Benz buyer was 53 years old. Younger buyers preferred Mercedes competitors – Audi and BMW. So basically the challenge for Mercedes-Benz brand was to reach that age group which was not interested in their products. The decision was found – create content on common social media platforms and cooperate with influencers because they can creatively explain why millennials need Mercedes-Benz products.

Mercedes-Benz started several successful campaigns. First, this year the campaign “MB Photo Pass” was launched. The brand cooperated with about 25 photographs and videographers and other influencers from social media to show brand vehicles in organic situations. Also, the brand allowed social influencers and journalist to take over their Instagram account and create content for designated period. For example, they teamed up with lifestyle photographer Alden Wallace who invited his friends to test Mercedes-Benz in a road trip to Los-Angeles.

Then the men’s magazine Gear Patrol took over the account to test S-class couple in their trip to Italy.


Loki the wolfdog becomes Mercedes-Benz star

Lately, Mercedes-Benz lunched a successful campaign with crowd favorite – Loki the wolfdog, who has over a million followers on his own Instagram account. The dog and his owner went on a snowy mountain road trip on GLS SUV. The advertisement video got a really positive response from the audience thanks to showing extremely photogenic dog Loki, as he sticks his adorable head out the window, as his owner Lund drives a Mercedes as white as his pet’s undercoat and the driven snow Loki plows through mountains laden with evergreen trees and the occasional rustic cabin. By now the video has more than a hundred views on YouTube.

This time Mercedes-Benz did not aim on creating a luxury or sportive storyline but wanted to create a beautiful and emotional content.“Influencers can help us tell stories that we cannot do by ourselves,” said Mark Aikman, general manager of marketing for Mercedes-Benz USA. “In the campaign with Loki, for example, we like the connection between him and Kelly and we don’t need to tell the specifications of the new model because the film shows how great it is.”

Actually, for this video Mercedes-Benz collaborated with production company MSP, together they created its first 360-degree video experience for its 2017 GLS sport utility vehicle. So, the video can be seen it 2 variants: 2D and 360 degrees.

Mercedes-Benz. Millennial Campaign


Sports and Music as Power for Millennials

Digiday reported that in April Mercedes-Benz and its agency Razorfish cooperated with YouTube blogger and extreme-sport videographer Devin Super Tramp (his YouTube page has around 4.2 million subscribers). They created a video “The Ultimate Race!” where the parkour athlete, RC Car and C-Class Coupe competed at the parkour obstacle course. By now the video got 2,3 million views.

Another example of how Mercedes-Benz got to reach millennials is via the Evolution tour, the music festival. Drew Slaven, Vice President of Marketing at Mercedes-Benz USA, has been quoted as saying “music is becoming one of the most important customer intersects at Mercedes-Benz as we reach younger customers through brand experiences.”

Mercedes-Benz. Millennial Campaign


Undeniable success

All social media experiments really play good for Mercedes-Benz. Creative cooperation with bloggers, photographs, videographs and journalists helped Mercedes-Benz account to get more than 6,1 million followers on Instagram, while their biggest competitor Audi has 4,9 followers.

But not everybody is so excited about Mercedes-Benz Instagram. For instance, Tony King, CEO of agency King & Partners and a car-racing lover, thinks that the Mercedes-Benz Instagram account is “a little boring and conservative.”

“More video,” said King. “I want to see the cars moving and hear the engines. I want to see less of a car parked at 45-degrees with the front wheel turned.” And in fact, King proposes some interesting ideas for Mercedes-Benz content. Like, make a video road trip to the places where their followers never been and after a trip show the cars and their characteristics that made their trip so awesome and memorable.

Anyway, on Instagram Mercedes-Benz is still known for innovative campaigns. Their marketing strategy has nothing to do with direct sales. It is all about visually compelling content and powerful cars stories written mostly by their followers themselves.

The social media success of Mercedes-Benz is undeniable. According to automotive marketing company Jumpstart’s June 2016 research it is the second-highest luxury brand with 13 percent share of luxury shopper interest, up 24 percent compared to the first half of 2015. The key-factor of their social media success is rooted in social listening. They make an effort to listen to their customers to know their “likes” and “dislike” before they craft a marketing message that perfectly fits that particular target group. This strategy in addition with a perfect understanding of every social media specific nature make their products more and more appealing for customers.

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