You can already personalize your most wanted car on every company’s website, but Mercedes-Benz makes this feature available on Instagram, in order to promote the new model among the younger audience.
The German car manufacturer introduced the Build Your Own GLA on Instagram, with the help from Razorfish, one of the world’s largest interactive agencies. The feature lets users customize their cars. They can choose between different colours, wheels, roof and grill options. There are 132 available configurations for this model, depending on what options the users settle for.
Mark Aikman, responsible for digital marketing and CRM at Mercedes-Benz USA said that “Instagram has been a very important platform for Mercedes-Benz and continues to grow in popularity among the younger millennial consumer that we are trying to introduce the brand to.” Furthermore, he added that the new feature allows then an interactive experience within Instagram, between Mercedes-Benz employees and users.
Mercedes-Benz used Instagram last year as well when launching the CLA model through the “Take the Wheel” campaign,making Instagram a new major social channel for the automaker. The “Take the Wheel” campaign generated more than 87 million impressions on Instagram. Furthermore, the #GLAPacked campaign led to 25,000 more followers for Mercedes-Benz USA and an increase of almost 540 percent, measured by the increase in site traffic. Aikman added that the key was to come with great organic content, since Instagram doesn’t have the option to redirect to another landing page.
Thus, Mercedes-Benz hopes to reinvent its past success on Instagram and boost its 175,000 followers on it and, in order to do this, the engagement metrics are the overall likes, comments and followers.