Case Study: Mercedes‑Benz achieves higher brand awareness and purchase intent for the Smart Fortwo ParisBlue with Outbrain

How Mercedes-Benz Raised Awareness for its New Car with Outbrain

Mercedes‑Benz Italia launched the limited‑edition all‑electric Smart Fortwo ParisBlue and needed to boost brand awareness and engagement while reaching audiences with higher purchase potential. The challenge was to increase recognition of the new model and drive consideration among qualified consumers.

Working with Omnicom Media Group, Mercedes ran a native ad campaign with Outbrain across a premium publisher network, using Outbrain’s targeting, story sequencing and retargeting to create exposed and control groups. A Nielsen online study certified that the exposed group showed stronger outcomes: +10% solicited brand awareness, +22% awareness that Smart is electric, +8% intent to buy a Smart and +6% intent to buy a Mercedes.

Mercedes Benz

Luca Colombo

Account Supervisor, AMQ