Mercedes-Benz Never-Ending Summer 2017
To motivate the next generation of successful young professionals to lust after Mercedes-Benz.
As experience seekers, our younger target audience has shifted their mindset from material worship to compelling brand stories and content.
To successfully reach our target, we have to be where they are and where auto content is most impactful: Instagram. But it's more than just being there: Mercedes-Benz has to be culturally relevant and approachable in new, innovative, and authentic ways.
We tried something that had never been done before: we created a never-ending Instagram Story for our fans. Every day in August, we served up fresh content on our Instagram Story, sourced from our photographer influencers and everyday fans.
We encouraged fans to share their summer stories with us using the hashtag #MBSummer for a chance to be featured. And they responded in droves.
3,794 Likes, 14 Comments - Mercedes-Benz USA (@mercedesbenzusa) on Instagram: "Wish this season would never end? It won't. Check out our Story to get your summer fix, and then..."
5,311 Likes, 22 Comments - Mercedes-Benz USA (@mercedesbenzusa) on Instagram: "Wouldn't it be great if summer never came to an end? In a Mercedes-Benz, it doesn't have to. Tune..."
5,238 Likes, 14 Comments - Mercedes-Benz USA (@mercedesbenzusa) on Instagram: "A gentle breeze and a fierce #AMG engine; all you need for a never-ending summer. Help us keep our..."
4,149 Likes, 22 Comments - Mercedes-Benz USA (@mercedesbenzusa) on Instagram: "It's OK to lose track of time, especially when summer lasts forever. 📸 @the_atl_aaron How do you..."