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Digital Business-Case Study Assignment

Mercedes Benz ran a successful Instagram marketing campaign in 2013 where they hired top photographers to take photos of a new Mercedes CLA and whichever photographer received the most likes on Instagram got to keep the car. The campaign generated 87 million Instagram impressions and 2 million likes. It provided Mercedes with 150 new high quality marketing photos. The document discusses lessons that can be learned from the campaign, such as engaging an audience through social media competitions and using influencers to promote products or services. It also provides tips for running successful social media campaigns through organic strategies like joining conversations on popular hashtags and platforms.

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Akash rai
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1K views3 pages

Digital Business-Case Study Assignment

Mercedes Benz ran a successful Instagram marketing campaign in 2013 where they hired top photographers to take photos of a new Mercedes CLA and whichever photographer received the most likes on Instagram got to keep the car. The campaign generated 87 million Instagram impressions and 2 million likes. It provided Mercedes with 150 new high quality marketing photos. The document discusses lessons that can be learned from the campaign, such as engaging an audience through social media competitions and using influencers to promote products or services. It also provides tips for running successful social media campaigns through organic strategies like joining conversations on popular hashtags and platforms.

Uploaded by

Akash rai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Digital Business

Case Study Assignment

Mercedes Benz – Repeated, successful social media marketing campaigns

Mercedes Benz seem to win every time with their social media campaigns. The one that stands
out to me was back in 2013 when they created what I still believe to be one of the best
Instagram marketing campaigns to date. Mercedes wanted to reach out to the younger
audience so they hired five top Instagram photographers to each take the wheel of a new
Mercedes CLA. Whoever got the most likes got to keep the car – so they all really worked at it!

By the end of the campaign, Mercedes has received:

87,000,000 organic Instagram impressions

2,000,000 Instagram likes

150 new marketing assets (stunning photos)

Questions

1. What lessons can you learn from this? Could you put your followers up for a challenge
and make it into a competition or campaign?
2. Can you do a competition that gets people trying out your product first?
3. Think about your target audience. What is a prize they would value?
4. Like Mercedes you could recruit bloggers/influencers via social media and get them
blogging about your service or product. Whoever receives the most engagement wins.

Answers:
1) The following lessons are certainly learnt:

1. How to properly investigate social marketing issues and propose solutions to


engage with larger audience. The target group to specified before hand to
address it in one direction.
2. Recognize the various stakeholders involved in social marketing programmes, as
well as their role as target markets
3. Examine the role of branding, social advertising, and other forms of
communication in influencing behaviour.

2) It is no doubt a good marketing strategy. Many companies use social media for the
promotion of their products. Such competition is no doubt helpful for expanding the
market. The companies sometimes use the means of competition so that the users use
the product and get the experience. The target of every company is to urge people to
use their products. The statistics show that when one customer uses a product for first
time then he can feel the difference and the product becomes familiar to the customers.
The competition through social media is not so costly and it can be done very easily.

3) There are different types of prizes and the company should always declare their product
as prize. There are many people who like the products rather than the cash reward. If
the product is itself mentioned as reward then there is a chance of the promotion of the
product. If the reward costs a considerable amount then there is good response in the
people and it is also a marketing policy to draw the attention of the maximum people to
the product.

4) In social media for success in any campaign you have to formulate the strategies
sometime you go with organic startegies & sometime paid.
My formula is based on organic marketing. If you need to grow more visitors & followers
for your business page.
Follow some of the best startegies from my side I am also putting some general
strategies for brand engagement as well.
Let’s start :-)
Formula 1 — Be energatic before start any idea Implementation.
You will get more ideas at the time of that implementation.
Formula 2 — Think out of the box
Whenever you have to put something new before starting that think small small things
of that idea & then integrate that all things in mind.
what will be the magic after that you will definitely get best creatives. :-)
Other strategies:-
1- Join Topical conversations with hashtags over social media.
Best platforms is LinkedIn, Quora & Twitter.
2: Adjust your content based on your Page analytics
3: Mention influencers and companies you admire in Page updates
4: Share plenty of video and visual content.
5: Launch a Follower Ad campaign
6: Encourage engagement on your posts
7: Create and maintain Showcase Pages
8: Respond to every comment on your posts

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