6. The creation of mb! has connected Mercedes-Benz to the world of
fashion, design, culture, mobility and travel stories that give an interesting and
valuable insight in Dutch contemporary culture.
8. Mission accomplished!
Aware of FB MB
Because of the Facebook page I see MB as a
40%
younger brand
Because of the Facebook page, I feel more
29%
commited to MB
Since I know the MB Facebook page, I'm thinking
28%
more positive about MB
I appreciate MB more because of the Facebook
28%
page
0% 20% 40% 60% 80% 100%
Source: SSI/ MEC; n=104 (if aware of MB Facebook page)
9. Great results
1. Facebook fangrowth: +50.0000 fans in 3 months
2. Top 3 most engaging brands on Facebook in The Netherlands
3. Consideration and buying attention is much higher (7%) than nono-fans
4. PR coverage on style-related blogs, news sites and social media
5. +55.000 unique visitors per month on mb!
Hinweis der Redaktion
The brand Mercedes-Benz is perceivedbyconsumers in a verynarrow way. This has resulted in a strong brand, but onethat is only relevant to a small target audience. As a consequence Mercedes-Benz is lagging brand considerationcomparedtoitsmaincompetitors. Also, the target audiencethat does take Mercedes-Benz intoconsideration is 50+ y/o.With a rejuvenation of the brand, Mercedes-Benz wishestobecome relevant to a younger at heart target audience and become a futureproof brand.