Mercedes-Benz | Social Rebrand
Whatever it is, it’s always the best or nothing.
“The best or nothing.” Coined by Gottleib Daimler in Olden Tymes, the phrase was initially meant as a demand to his suppliers but it soon became the operating principle for Mercedes-Benz at large. But could we bring it to the brand’s American social and digital presence? An Effie award says yes.
Getting traction.
Our first order of business was getting a dedicated American social media presence up and running. But we had to stand out, because the vast majority of social users instinctively followed the Mercedes-Benz global accounts. So—since we couldn’t out-German the Germans—we leaned into American swagger and irreverence. And since Mercedes-Benz always had a little Detroit in its philosophies on size and performance, it worked to the tune of a 3400% growth rate (I double-checked that) in audience size.
Turning the corner.
With a social audience to call our own, we decided to branch out and set the standard for Mercedes-Benz globally. Thus begat the award-winning #MBphotopass content series. We hired Instagram photographers with unique aesthetics and solid followings—even if they weren't the biggest names out there—to take our audience on adventures. The S-Class introduced lesser-known parts of L.A.; a 1955 300 SL explored the Renaissance; a G-Class told the story of First Lady Nellie Taft. (And Mercedes-Benz global ripped us off with #MBshootout.) It boosted our social cred, brought in new followers who had initially only followed the photographer, and heightened the profiles of the photographers themselves. Win-win-win.
Kicking it into overdrive.
Audience built. Aesthetic established. Attitude most rad. Now it was time to put it all together for the launch of perhaps the most important vehicle in the recent history of Mercedes-Benz: the CLA. Whereas most luxury brands built their way up, Mercedes-Benz started from the top and expanded in the other direction. But a $30,000 car? That was something else entirely. And it needed a campaign that was, too. Enter Take the Wheel. Exit with an Effie award.
And straight on to morning.
By this point, we’d established the American social voice of Mercedes-Benz as confident, bold, and irreverent. So it was at special request of the client that we brought that swagger to the brand’s American website. But for every page that we touched, nothing tied it together like Past & Future. (See it here.) Essentially, it served as an overview of what had been since 1950—and what was to come for the next 50 years. Whatever it is, it’ll be different. But it’s always going to be the best or nothing.
