Mercedes-Benz USA

Challenge: R/GA In an effort to extend our network share, the MBUSA business moved pieces of their business from the NY base office to the Austin office. The division of labor was based on work streams that were most self-contained and played to Austin’s social capabilities.

Action:  I was in charge of leading day-to-day operations and management of the social program, consisting of $1.2 million dollars of work.

Result: Our social program resulted in an increase in content, weekly wins with the clients, and tentpole moments that picked up various PR articles.

One project was Donut Day:

What we did – 

Over the course of the day, Mercedes-Benz USA posted 18 IG stories and 9 feed posts, documenting stops throughout the day. These included a sheepdog with over 70k followers and people in locations all over Austin.

What we saw – 

We received roughly 500 direct messages throughout the day. Roughly 30% of our messages used the “sweet surprise” language written in our paid content that ran on Instagram, which means that paid posts generated significant action.

These are Mercedes-Benz USA’s top-performing In-Feed posts and Instagram Stories for Donut Day, categorized by the number of impressions. The average number of impressions our Instagram Stories have received to date (June 2018) is 27.4k impressions.

Below shows the performance level metrics (reach, impressions, and three-second views) for our paid posts on Instagram.

Total Instagram Paid Metrics

Impressions: 3,908,099

Reach: 3,895,566

3-Second Views: 338,898