Feature

Social Tracker: Mercedes-Benz

Is Mercedes-Benz making the best use of social in its push to target younger consumers?

Mercedes-Benz: 'magic body control' TV ad
Mercedes-Benz: 'magic body control' TV ad

Car brands are enjoying a sales boom in the UK, with 2013 marking their best year in terms of sales since pre-recession 2007.

Mercedes-Benz did particularly well, according to figures from the Society for Motor Manufacturers and Traders, increasing sales by 19% year on year.

The past few months also marked a high point for its digital output with the marque experimenting in this area more so than rivals such as Audi.

Campaigns such as #StylePitStop with youth influencers such as Tinie Tempah, Reggie Yates and Daisy Lowe have generated buzz and are very much in line with Mercedes' global strategy to target a younger audience via social.

Someone at the company is clearly a fan of Tinie Tempah, because he pops up again in the "Sound with power" activity, which also made waves in the social arena.

While, of course, not everything Mercedes does will work, there is no doubt that it is setting the social pace among its premium car-maker peers.

24% of commentary on Mercedes referred to its recent ad using chickens to highlight its new suspension system. The ad shows the birds' hypnotic ability to keep their heads stationary while their bodies rotate. Most comments expressed the view that it was innovative and highly amusing.

83% of those who expressed a preference for BMW did so in strong terms; brand loyalty is also high. The aesthetics of specific models were discussed frequently, with the M3 and the M4 considered exceptionally attractive.

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