THEIR STORY THEIR SOLUTION A history of making history Fuelling the launch Since inventing the first car in 1886, Mercedes-Benz put imagery at the centre of Mercedes-Benz saw a 54% increase in website their campaign, pulling inspiration from the visits by serving branding adverts to the same Mercedes-Benz has never stopped reinventing it. #ThingsOrganizedNeatly hashtag, creating people across Instagram and Facebook. They By leading with innovation in safety, performance whimsical and engaging adverts highlighting also saw a 580% increase in website visits the versatility of the GLA. The brand tapped when Instagram and Facebook branding and design, the brand is now the biggest selling photographers and brand ambassadors to adverts were paired with Facebook direct luxury car manufacturer in the US. answer the question, "What would you pack response adverts. By using the two platforms in your GLA?" and used their photos of neatly to complement each other, Mercedes-Benz arranged items photographed from above on a effectively moved people from awareness to custom GLA cargo mat to portray the versatility action and sparked further discovery among of the vehicle for various weekend trips. their target audience. "Using Instagram as part of our digital advertising mix means we can meet young buyers on their THEIR GOAL home turf. With branding advertising on both Instagram and Facebook, site visits jumped more The car for a multi-dimensional than 50%. Combine that with our direct response Facebook campaign and the impact on lift generation was tenfold, driving users to our GLA model page to further interact with the product." Eric Jillard Mercedes-Benz USA set out to build excitement GM, Marketing Services, Mercedes-Benz USA for the GLA among millennial drivers who admire the brand, but may not have considered it to be part of their lifestyle. CROSS-BORDER BUSINESS HANDBOOK