Mercedes-Benz USA has entered the compact SUV market with a new product, the GLA, which they debuted through Facebook and Instagram collectively. Targeting young drivers with these social platforms and looking to boost traffic to the GLA site, Mercedes-Benz utilized the two social sites to complement each other in a cross-platform campaign.
Mercedes-Benz decided to play off the Instagram theme #ThingsOrganizedNeatly, a hashtag that brings people together who like to photograph items in organized ways. For the GLA campaign, they partnered with photographers and brand ambassadors to produce engaging images that answered the question “What would you pack in your GLA?”
On Facebook, Mercedes-Benz “highlighted the GLA’s progressive design, premium interior and versatility,” and provided links to the GLA site.
According to Instagram’s case study, Mercedes-Benz saw a 54% increase in website visits by serving branding ads to the same people across Instagram and Facebook. They also saw a 580% increase in website visits when Instagram and Facebook branding ads were paired with Facebook direct response ads. By using the two platforms to complement each other, Mercedes-Benz effectively moved people from awareness to action and sparked further discovery among their target audience.
It’s exciting to see the new and innovative ways brands are using social platforms to reach their audience. Brands that are willing to embrace social media and rise to the occasion with the new trends in advertising already have a leg up, in my book, not only because I’m impressed with their campaigns, but because I admire their initiative and flexibility. Nice job, Mercedes-Benz!