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Mercedes-Benz
Project Type
Brand Strategy
Mercedes-Benz – Brand Shaping
Think and Act like a Luxury Brand
Ask
Implement "Think and act like a luxury brand" as a strategic pillar.
Challenge
The brief was to shape Mercedes-Benz as a luxury brand via social media
connecting it to one of their latest strategies to define their luxury credentials to new
and Gen-Z audiences. Recentering its identity leveraging the brand's heritage while preparing it for future growth, digital transformation was identified as a critical lever for addressing these challenges.
Approach
With new codes for culture and luxury landscapes, I generated the concept for the social strategy, based on Tribes. Leaning into my experience during my tenure at Apple with the community spaces they created and diverse types of consumers, I contributed various forms of research, statistics and insights overall in support of targeting audiences by mindset and interest with relevance and how to gravitate them into Mercedes-Benz content.
Results
98,872 organic engagements, 8.7 million reach and 4.2 million impressions. Mercedes-Benz was among the most active and highest-engaging automotive brand that year.
