Social Media impact - Mercedes

Social media and the millennials

One brand Metz sees as getting its 

influencer strategy right is Mercedes, who 

have far more fans than they have people 

buying their cars. However, they are 

making sure that those who are too 

young, or who can’t afford one yet, are 

talking with them now and will continue 

that conversation later, making sure 

Mercedes is at the forefront of their minds 

when the aspiring owner is ready to buy. 

Metz explains: “Mercedes is planting 

its social flag exactly where its target 

future consumer lives – in fashion, film, 

entertainment, sports and lifestyle. They 

provide social fans with a daily glimpse 

of the aspirational lives they hope to live, 

and frankly none of their competitors 

are even close. If just 10% of those 

millennials engaging with Mercedes 

through social today end up buying their 

car in the next five years, Mercedes will 

achieve well over 10,000% ROI through 

today’s social strategy. And that’s just 

talking about millennials.” 

http://www.brand-influencers.com/wp-content/uploads/2012/07/01_Features_45.pdf

- Found this when researching my own project.
Thought it was interesting as it's all about how Mercedes are creating a consistent lifestyle presence in people's minds. 

Key colour trends A/W 14/15

Rendering Reality: Macro Trend 14/15

Fun way of editing and changing the logo without changing any colour or design elements.

WGSN

Fred Perry - Tell us your story campaign

Story Telling...

Essentials of Visual Communication.

Bo Bergström.

Chapter 2 : Storytelling.

Page 14.

Brand Communities

Advertising and Promotion- an integrated marketing communications approach

Chris Hackley

2^nd Edition

Page 146

Brand Communities

"The UK soccer club Manchester united, for example is marketed as a brand and has the largest supporter base of any soccer club in the world. These supporters, united in their lover for football and enthusiasm for Manchester United, are hugely diverse in terms of their nationality, age, sex, income, occupation and social class. But for many of these people Manchester United is more than a consumption opportunity – it has an obsession. They spend large amounts of money on team shirts, scarves and countless other items carrying the club crest, they invest in satellite TV to watch the matches and pay fees to join supporters clubs to receive exclusive benefits. Their united by a shared love of a brand."

Looking at a brand from another market- Football fans buy endless amounts of merchandise to support teams (the brand) rather then spending a large amount on a season ticket something they may not be able to afford. But consumer who love MINI may not be able to afford to buy the car either but are the lifestyle products appealing enough to buy into like the football fans do?