As Millennials are beginning to infiltrate almost all aspects of pop culture, it comes as no surprise that one of the world’s premier luxury car companies, Mercedes-Benz, wants in. After all, according to the NY Times, millennials are considered to be generation “nice.”
One huge aspect of millennial life is social media. When news breaks, Twitter erupts — like a town hall meeting. When companies are to be either praised or condemned, Millennials often look to communicate by mentioning them online.
Whereas Twitter is more vocal than visual — in 140 characters or less — “Instagram is also a very visual platform, and we fortunately sell very aesthetically appealing products that work well on it,” stated Mark Aikman, the department manager of digital marketing and CRM at Mercedes-Benz USA. “Instagram has been a very important platform for Mercedes-Benz and continues to grow in popularity among the younger millennial consumer that we are trying to introduce the brand to.”
The first introduction of Mercedes-Benz by way of Instagram was last year’s “Take The Wheel” campaign, which launched the CLA model. Now, the German Auto manufacturer, with help from Razorfish, is allowing ‘Gram users to create their own custom versions of another model through the “Build Your Own GLA” campaign.
“‘Build Your Own GLA’ allows us to talk to them where they are and provide them with an interactive experience within Instagram,” says Aikman. Seeing signs of success, according to Aikman, last year’s campaign generated 87 million Instagram impressions, and this #GLAPacked campaign led to approximately 25,000 more followers on the Mercedes-Benz USA handle and a 540 percent increase in brand interest measured by the increase in site traffic to Mercedes’ site.
Numbers don’t lie.
–Jamaal Fisher (@jamaalfisher)