Mercedez-Benz Build Your Own GLA

By Alexandria Marx

Mercedez-Benz launched an Instagram campaign encouraging Instagrammers to customize their GLA completely on Instagram. Mercedez-Benz took the customization tool found on most automobile brand websites and reconfigured it for the social media photo sharing app Instagram. Mercedez-Benz was targeting a new audience for this campaign and made the intuitive decision to facilitate automobile customization on social platforms to more easily and effectively connect with consumers.

Utilizing the apps FullSizeRendertagging feature, multiple linked accounts and zero dollars the brand was able to successfully generate a substantial amount of earned media.

The campaign was a hit with thousands of Mercedez-Benz GLAs built and shared by users leading to over 20,000 new followers on Instagram. Given the visual nature of Instagram and the app’s growing popularity among members of their target market, Instagram the perfect platform for the campaign. Not only did the brand access a largely elusive target market, but also included them in the content creation process giving individuals a sense of connection to the product. 
Source

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s