The results As a result of the campaign, Mercedes-Benz met its ambition to appeal to a younger generation of Malaysian car buyers and revitalise the compact car segment for the brand. Dove — Connecting with their target audience Is it just me or do all the Dove marketing campaigns make you cry? Even though they have a smaller community on Twitter than on Facebook, they are much more active on this platform by posting regularly an average of 6-8 times per day. If you can schedule content on a monthly basis — perfect, but if not bi-weekly is great. It is made up of mainly images and videos, including live streaming videos. It's a term that only exists in Australia and New Zealand.
Why not tell your followers a story instead? How exactly does the iconic German car brand perform on social media? These campaigns show that there are big rewards to be had from youtube marketing campaigns if you can convince people to keep watching in those vital first few seconds. The one that stands out to me was back in 2013 when they created what I still believe to be one of the best Instagram marketing campaigns to date. So, enjoy it while it lasts! Mercedes-Benz blends the new product and price points in a way that is not seen as degrading the prestige of the brand and communicates the same brand messages across multiple platforms engaging the target audience. Airbnb is all about accommodation. Post navigation One of the best events I've attended for years. I have broad interests and experience as a journalist, covering the auto business, the consumer-packaged goods industry, entrepreneurship, and others, as well as politics, culture, media and religion. Brand and Integrated Marketing Communications Strategy The and creative strategy used by Mercedes-Benz is a brilliant example of an.
To match the restyled design of the all new C-Class sedan and Estate and to reach its true sales potential, Mercedes launched a huge new ad campaign. The results were impressive, with over 1. Mercedes has announced an increased focus and investment on digital marketing to improve its customer experience as part of a sales and marketing initiative. They know their target market and create content that tells a story that women can relate to. Parent company launched a major program to re-establish the Mercedes credentials in 2005, and since the demerger of troubled Chrysler a year later has given the Mercedes brand its complete attention. Ben Brinker via — Mercedes-Benz MercedesBenz What they share on Twitter is similar to Facebook and includes a combination of car-racing news, inspiring lifestyle images of their cars in action as well as some dose of historical news on the Mercedes- Benz vehicles evolution. What techniques and tools do they use? They put great effort in producing dedicated and unique for this platform content.
The campaign decided to focuses on qualities of Millennials without having to compromise the values of the generation before. Conclusions Mercedes-Benz know how to get the most out of social media. Live interaction, including playing video games, proved that the stream was truly live. Conclusion Mercedes-Benz provides an example of how a prestige brand can effectively segment and target a different audience without losing its brand prestige. Whoever receives the most engagement wins.
Considering 844 million people have watched , it seems we no longer need a defining moment in the history of humanity to get us watching videos in massive numbers. I used to cover the car business for The Wall Street Journal, which nominated me and some colleagues for a Pulitzer Prize for our coverage of General Motors. On Instagram they post user-generated photos from its hosts and guests. Except when it comes to emissions. Indeed, this seemingly unending appetite for video has inevitably been accompanied by pre-video commercials. The campaign for the new generation of compact cars is an important element to further advance this.
Could you put your followers up for a challenge and make it into a competition or campaign? This lovely film from Antoni Berlin for Mercedes-Benz is a perfect example. Digital and Social Media — Owned Media Mercedes-Benz uses digital media with extensive use of microsites for each product line. A lower price reduces the barrier to entry and the price objection for less affluent customers while leveraging the luxury brand appeal. I hope by reading these five social media marketing case studies it has spiked some inspiration! The campaign saw a total reach of 173 million impressions, a total engagement of 2. The challenge for luxury brands is how to appeal to a younger demographic without losing the prestige of the brand, risking the loss of its core customers. Specific services available through the scheme include maintenance management, tele-diagnostics, breakdown management, accident recovery and the Mercedes-Benz emergency call system.
Make that influencer a beautiful dog. When they share photographs, they often share the whole album instead of just a single shot. The content they share is very much visually driven. The variation of the colour transitions creates a fantastical journey from one world to another. On 20 July 1969, an estimated 530 million people watched Neil Armstrong take one giant leap for mankind. This goes in line with the global strategy approach to keep the brand image relevant for the younger and social media savvy audience but still reinforce its prestige that comes with the heritage.
. Inspiring, thought provoking speakers who were really happy to share their experience and expertise. After the initial shock wore off, the commuters were intrigued, walking around the shelter to understand how they had been pranked. On Instagram, they mastered the practice of injecting the feed with fresh organic and powerful visual content from social influencers. Sumo Eleven handpicked four new generation key opinion leaders to craft content, which chronicled their personal experiences growing up through different phases of their lives, their constant learning, and progress towards achieving their goals. On Twitter, they have perfected the use of trending hashtags to further expand the reach beyond the followers base. Nutella does the same and it works.
Mercedes-Benz Shakes Up Its Marketing Strategy to Target Youth. What is the first thing that comes to your mind when you hear the name of Mercedes-Benz? Beautiful backdrop for an unstoppable machine. The campaign was a brilliant way of reaching the right people many of whom would help to spread news of the show through word of mouth. The estimated market size is substantial with 75 million potential customers. Inevitably, people whipped out their smartphones to capture the moment — helping to increase the campaigns reach on social media. Either you are about to witness a close encounter of the third kind, you are hallucinating, or you were part of a Pepsi Max Youtube marketing stunt.