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.
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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
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🗞 "2MM Mosiac Feature" - AdsOfTheWorld.com

​@MercedesBenzUSA: "To celebrate reaching 2 million followers, we’re recreating our most liked posts completely with the photos you’ve tagged us in. Pictured here: the 2019 CLS from the LA Auto Show."

​@MercedesBenzUSA: "This 2019 G-Class looks tougher than ever. This shot was remade with the photos you all have tagged us in over the years. Together, we’re #strongerthantime. Pictured here: the 2019 G 550 from the Detroit Auto Show."
@MercedesBenzUSA: "2 million followers, millions of tags, one Mercedes-Benz USA community. Thanks for following where we’ve been, and joining us for what’s coming down the road. Pictured here: the all-new Mercedes-AMG GT 4-door Coupe."