Build your own Mercedes – Benz GLA on Instagram

In 2014, Mercedes – Benz USA said it was taking vehicle customisation “one step further” by bringing the experience to Instagram via the handle @GLA_Build_Your_Own, which allowed Instagram users to build their own version of the luxury SUV with a few simple taps in the app.

Instagram users just had to search for the user @GLA_Build_Your_Own and tap the image to start. With 132 possible combinations, users could choose the colour, wheels, roof and grille. Once users had completed building their dream Mercedes, an image of their vehicle would appear with a message “Take this pic to your local Mercedes – Benz dealer to get started”.

In order to build the experience, the brand created hundreds of Instagram accounts, uploaded more than a thousand images, in order to target “digitally savvy constituency” meaning targeting a group of customers who support or who are likely to support something and customers who own high – tech such as IPhones and IPads. The campaign targets consumers who engage in internet activities including social media.

Mercedes’ GLA model launched in September 2014, Mercedes calls it “the success of” it #GLAPacked Instagram Campaign. According to Mark Aikman, department manager of digital marketing and CRM for Mercedes – Benz USA, that ‘success’ refers in part to the influencers who helped Mercedes flesh out the campaign including Pro golfer Rickie Fowler who helped the brand reach “ a tremendous number of people through their own channels”.

Mr. Aikman said “that would be one of the big successes we saw – people learning about cars and talking about cars”.

This campaign worked for a number of reasons: it’s was a great way to reach the target audience, it involved the idea of a familiar build your own web tool, it worked because it tells a visual story and because it allows buyers to essentially vision their own vehicle giving this campaign a personal touch. The campaign allows customers to interact and be involved in building their own car giving it a personalised touch.

http://www.momentology.com/2465-mercedes-is-using-instagram-to-woo-generation-y/