Increase brand awareness, preference and engagement with new audiences. This is the goal of this TikTok marketing strategy from Mercedez-Benz. Find out how the brand proceeded and its impressive results …

The Hashtag Challenge, the winning strategy from Mercedes-Benz on TikTok

This year, it is expected that the generation Z and generation Y will represent 40% of car owners. Mercedes-Benz had therefore carried out bold marketing campaigns targeting young generations on TikTok in December 2019 in the United Kingdom and Germany.

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Today’s digital consumers, especially Generation Z and Generation Y youth, are motivated by new experiences, mood, emotion.

Mercedes-Benz therefore did not hesitate to launch a Hashtag challenge on TikTok #MBStarChallenge, encouraging users to rethink their world famous logo in their own way. The best videos were then presented on the brand’s official channels.

+ 15.7% brand preference

As with Levi’s TikTok strategy, the Hashtag Challenge used several key approaches to drive engagement in both markets. Mercedes-Benz launched the challenge by inviting influencers from the UK and Germany to present their videos. A strategy that still generated more than 2.24 million views!

Overall, in both markets, the Hashtag challenge was a resounding success with more than 180 million views from 185,000 videos created by more than 73,000 participants. Gymnastics, sweat dancing, magic … the variety of videos created was enormous.

As a result, Mercedes-Benz added more than 30,000 new subscribers to his TikTok profile. In the UK, the challenge page had 1.64 million page views, well above the British benchmark. Similarly, in Germany, the challenge page surpassed its benchmark, reaching an impressive 1.4 million page views.

This Hashtag Challenge therefore strongly affected a new audience, the TikTok users, and highlighted a strong passion for Mercedes-Benz. A post-campaign study on the rise of the brand on TikTok, carried out in partnership with Nielsen, showed that brand preference increased by 15.7%.