Case Study: Mercedes‑Benz achieves targeted audience insights and stronger social media engagement with Brand24

How Mercedes-Benz Uses Social Media

Mercedes‑Benz, the iconic premium automaker, faced the challenge of attracting a younger, less affluent audience without diluting its heritage and prestige. To do this it needed a disciplined social strategy that understood different platforms, listened to customers, and informed both product and marketing decisions.

The company used social listening and a “Generation Benz” community to shape product (e.g., the more affordable CLA‑Class) and platform‑specific campaigns: video and live streaming on Facebook, conversational and hashtag‑driven content on Twitter, and high‑quality, influencer‑fuelled visuals on Instagram (#MBPhotoPass, #mbfanphoto). The result was massive reach and engagement—global followings in the millions (20M+ on Facebook, 5.7M on Instagram, 1.6M on Twitter) with posts routinely generating tens to hundreds of thousands of likes and views—while preserving brand prestige (with minor room to improve direct fan engagement on Facebook).

Mercedes Benz

Mark Aikman

General Manager of Marketing Services