ROLE
Led the social strategy for Mercedes-Benz's 2 Million follower benchmark campaign dubbed "M(illion)osaic” BACKGROUND As a way in, I constructed a creative brief anchored around the notion that social milestones should be community focused, not brand focused. Keeping this in mind, the organic Instagram campaign resulted in three special photos that featured Mercedes' G-Class, CLS and GT models fashioned in a “M(illion)osaic” (mosaic) design. Each mosaic focused on the brand's community of active loyalists by including thousands of fan photos that MBUSA had been tagged in throughout the years to re-create top-performing images from MBUSA's page. RESULT The campaign garnered upwards of a million impressions, and counting, within just 24 hours of launch. PRESS 🗞"Mercedes-Benz Celebrates 2M Insta Followers" - MediaPost.com 🗞 "2MM Mosiac Feature" - AdsOfTheWorld.com |
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