MERCEDES-BENZ

A collaboration between Mercedes-Benz Cars UK Ltd and Facebook Creative Shop resulted in a compelling campaign for Instagram Stories that yielded great results, including a 9-point lift in ad recall.

THE STORY
Machine masters

Mercedes-Benz has been a master of automotive innovation since 1886. This experience and dedication to quality and design is why it is one of the top premium car makers in the world.

2.6 million

people reached

9-point

increase in ad recall

3-point

lift in message association with the Stories-exclusive tagline

THE GOAL
Own the season

The brand wanted to showcase the Mercedes-Benz C-Class Cabriolet, focusing upon the enjoyment of open-top driving.

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THE SOLUTION
Vertical solutions

Instagram and Mercedes-Benz Cars UK Ltd have worked together since 2012, when the automaker became one of the first brands to advertise on the platform. Since then, it has taken bold, creative steps with each new ad format that becomes available.

With the release of ads in Instagram Stories, Mercedes-Benz was keen to experiment with the format, working collaboratively with Facebook Creative Shop to create powerful, purpose-built ads. Through the use of stacking and split-screen editing techniques, the Story offered its audience a seamless experience, whilst showcasing the car in an exciting and highly aspirational way.

The result? A beautiful and inspiring piece of ad creative that evoked the thrill of driving and the lifestyle that comes with the C-Class Cabriolet.