Mercedes-Benz USA

Social Reinvention

Creative & Strategist

Challenge: Reinvent the public face of Mercedes-Benz USA to not only appeal to a social media audience without betraying the essence of the brand, but to make it distinct from Global itself.


Solution: Create a persona that was part pedantic goofball James May, part gentleman journalist George Plimpton, and use that voice to hook the audience into rich narratives about the brand, what it does, and what it stands for.


Result: Mercedes-Benz USA became the most engaged-with luxury auto brand on Facebook, while @MBUSA became known as one of the auto industry’s best Twitter accounts, interacting with everyone from average consumers to journalists to celebrities to cultural icons.