Mercedes-Benz Deutschland has developed a national social media campaign for the five compact car models A-Class, B-Class, CLA Coupé, CLA Shooting Brake and GLA. On 23 May 2017, elbkind started an influencer campaign in which the topic of “growing up” is illustrated authentically on the Internet using real stories and personalities – and by using a completely new format. With a combination of a scripted background story and unscripted interviews, Mercedes-Benz is breaking with the convention of a typical influencer marketing strategy. The result is social content which is both authentic and high quality in terms of dramatization.
Credits:
Conception, realization: elbkind , Hamburg
Consulting: Andreas Grohn , Jens Bracht , Oliver von Geisau
Creative Director & Strategy & Content: Adrian Finzelberg
Strategy & Content: Nathaniel Grigolla
Social Media: Eva Hanf , Thijs Dankers
Art Director: Thiemo Kulzer , Andrey Potekhin
Text: Lilli Owsianowski
Production: It's us Media
Executive Producer: Ben Fohr
Creative Producer: Gwen Teichmann
Director: Soren Schaller
DOP: Christian Huck
Editor: Benjamin Entrup