Mercedes content goes further on LinkedIn
LinkedIn is helping to put more miles in the tank for Mercedes Benz video content.
February 25, 2014
The auto brand’s digital agencies Merkley + Partners and Razorfish worked with LinkedIn to plan a US launch for the new Mercedes E-Class and S-Class models that would target luxury car buyers in a relevant and receptive environment. Their goal was to enlist the power of professional networks to amplify awareness and recommendation. Blending LinkedIn Display Ads with Sponsored Updates provided the ideal fuel for this strategy, ensuring maximum impact for videos of the two luxury marques whilst inviting auto influencers to share the content with their networks.
The ability to add video content to the brand’s top-performing Sponsored Updates ensured that it took full advantage of engagement with affluent professionals on LinkedIn. An average engagement rate of 1% for the updates helped to drive greater reach for the E-Class and S-Class films, and generated real-time analytics that are helping to guide future content development.