Mercedes-Benz sought to rejuvenate its brand and appeal to a younger audience through social media. It launched an integrated social media strategy across platforms like Facebook, Google+, and through a branded blog called "mb!". The strategy focused on sharing engaging content about fashion, design, culture, and travel. This new approach helped connect Mercedes-Benz to contemporary Dutch culture. Results included a 50,000 fan growth on Facebook in 3 months, becoming a top 3 most engaging brand, and increased consideration and attention from fans.

1. MEC social media 2012 -
2013
Branded content | Blog | Facebook |
Google+
Case: Social brand strategy
Client: Mercedes-Benz

3. Our challenge
How do we rejuvenate the MB brand and how do we become relevant to a
younger at heart audience on social media?

4. Ignite conversations and create content worth
sharing!
We have leveraged MB assets and brought things to
another level…

5. Introducing an integrated and uni-voice approach

6. The creation of mb! has connected Mercedes-Benz to the world of
fashion, design, culture, mobility and travel stories that give an interesting and
valuable insight in Dutch contemporary culture.

7. Results

8. Mission accomplished!
Aware of FB MB
Because of the Facebook page I see MB as a
40%
younger brand
Because of the Facebook page, I feel more
29%
commited to MB
Since I know the MB Facebook page, I'm thinking
28%
more positive about MB
I appreciate MB more because of the Facebook
28%
page
0% 20% 40% 60% 80% 100%
Source: SSI/ MEC; n=104 (if aware of MB Facebook page)

9. Great results
1. Facebook fangrowth: +50.0000 fans in 3 months
2. Top 3 most engaging brands on Facebook in The Netherlands
3. Consideration and buying attention is much higher (7%) than nono-fans
4. PR coverage on style-related blogs, news sites and social media
5. +55.000 unique visitors per month on mb!