Mercedes-Benz USA: Take the wheel

This case study describes how Mercedes-Benz USA focused on photo-sharing social network Instagram to reach a Generation Y target that not only rejected the brand, but ignored traditional media.

Mercedes-Benz USA: Take the wheel

Campaign details

Advertiser: Mercedes-Benz USAAgency: RazorfishCategory: Brand Awareness , Lead Generation / Direct Response / Conversion , Product / Service Launch Region: North America

Strategy

The Mercedes-Benz brand had a problem.

The median Mercedes-Benz buyer is 54, which is five years older than both BMW and Audi buyers. Over 40% of millennial buyers reported they would consider an Audi or BMW for their next car, while only 28% would consider a Mercedes-Benz. Worse yet, 36% would definitely NOT consider a Mercedes-Benz, compared to only 20% for Audi (source:...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands