Mercedes-Benz | Digital Ecosystem
They invented the automobile, and have produced the world’s finest examples of the form ever since. To maintain their dominance, Mercedes-Benz needed to master a digital landscape that constantly challenges and changes the way people shop, buy, drive, own — or simply ride in — a vehicle. We’ve helped them to innovate an entire network of connected digital platforms that link the real-world environments of car and dealership to the personal and virtual spaces inhabited by their customers. I oversaw content development and storytelling across this ecosystem, guiding the customer narrative from awareness through consideration, purchase, and ownership, on the brand’s flagship website, apps, financial services properties, eCRM program, social media channels, digital campaigns, and more.
mbusa.com
It’s the front door to the Mercedes-Benz digital brand in North America. But we made it so much more than that: Beyond high-level marketing, brand storytelling, and product detail, we introduced industry-first eCommerce capabilities, the first complete mobile BYO experience, sitewide personalization, dealer inventory integration, and advanced customer intelligence. I made sure the Mercedes-Benz brand voice rang clear at every point, appropriately tuned to each phase of the customer journey. It was ranked J.D. Power’s #1 site in automotive.
Homepage
“Safety” brand theme page
Product marketing
Vehicles are complicated products, and a Mercedes has more to offer than most. With 81 models, that’s a lot of content to plan and execute. We made sure that every Mercedes-Benz arrived with its own story to tell — even the ones they hadn’t built yet.
Vehicle “class” page
Future vehicle page
Sub-brands
The Mercedes brand is one of the most valuable and recognized around the world. But within its portfolio were sub-brands that needed to get across their own particular story and reach their own unique audience — all while signaling their relationship to the three-pointed star. AMG is the badass performance brand. Maybach is the swank ultra-luxury marque. And EQ represents the future of the whole enterprise: the automaker’s electric offering. The brand’s digital properties were the place where this story played out in depth, and we created content, designs and experiences that made each sub-brand speak with authority.
eCommerce
It’s the second biggest purchase most of us will ever make. So creating the first eCommerce program in luxury automotive was no simple undertaking. Our bespoke solution merged our shopping and marketing tools from across mbusa.com, provided a secure integration with Mercedes-Benz Financial Services, triggered a targeted CRM journey, persuaded a skeptical dealer network, and, ultimately, gave every Mercedes-Benz customer an intuitive and simple way to buy their dream car.
Mercedes me
An initiative proposed by us, Mercedes me helped usher Mercedes-Benz into the era of the connected car. This suite of ownership services — available as an app and through a dedicated site — allows drivers to do everything from start their car to pay their bill to plan their next adventure. By expanding it to other lines of business within Mercedes-Benz, we also helped turn it into a powerful source of revenue for the brand.
eCRM
When we took on the Mercedes CRM program, it consisted of a single newsletter blasted to all subscribers in the hopes that its hodge-podge of vehicle launches, after-sales pitches, brand updates, and how-to content would generate loyalty and revenue. After we recommended and oversaw the adoption of the Salesforce Marketing Cloud platform, we converted the program into one in which personalized, microtargeted communications and modular journeys generated significant, measurable value for the business. (And awards for us.) The newsletter, meanwhile, was redesigned into a series of flagship lifestyle channels for brand and sub-brands.
Social editorial
Multiple posts a day. Across four social networks. 365 days a year. Mercedes had a heavy social calendar, and we made sure it was relevant, on-brand, and engaging enough to bring scrolling to a full stop. The work crossed a range of content: a heavy cadence of editorial posts, our PhotoPass partnership with photographers, vehicle-launch campaigns, campaign platforms, responses to real-time events, influencer / ambassador content, and brand storytelling. A single, powerful brand voice having thousands of conversations.
