Increase brand awareness, preference and engagement with new audiences. This is the goal of this TikTok marketing strategy from Mercedez-Benz. Find out how the brand did it and its impressive results …
The Hashtag Challenge, Mercedes-Benz’s winning strategy on TikTok
This year it is expected that the Generation Z and Generation Y will account for 40% of car owners. Mercedes-Benz had therefore carried out in December 2019 bold marketing campaigns targeting the younger generations on TikTok in the United Kingdom and Germany.
Today’s digital consumers, and especially Gen Z and Millennials, are motivated by new experiences, mood, emotion.
Mercedes-Benz therefore didn’t hesitate to issue a Hashtag challenge on TikTok #MBStarChallenge, encouraging users to rethink its world-famous logo in their own way. The best videos were then presented on the brand’s official channels.
+ 15.7% brand preference
Similar to Levi’s TikTok strategy, the Hashtag Challenge used several key approaches to drive engagement in both markets. Mercedes-Benz notably launched the challenge by inviting influencers from the United Kingdom and Germany to present their videos. A strategy which nevertheless generated more 2.24 million views!
Overall, in both markets, the Hashtag Challenge was a resounding success with over 180 million views from 185,000 videos created by over 73,000 participants. Gymnastics, sweat dancing, magic… the variety of videos created was enormous.
As a result, Mercedes-Benz added over 30,000 new subscribers to his TikTok profile. In the UK, the Challenge page had 1.64 million pageviews, significantly exceeding the UK benchmark. Likewise, in Germany, the challenge page surpassed its benchmark, reaching an impressive 1.4 million pageviews.
This Hashtag Challenge therefore strongly reached a new audience, TikTok users, and demonstrated a strong passion for Mercedes-Benz. A post-campaign study on brand rise on TikTok conducted in partnership with Nielsen showed that brand preference increased by 15.7%.