Mercedes-Benz x Cinderella
The ask
Use Entertainment as a platform to showcase the newest vehicles in the brand’s portfolio
Expand Mercedes-Benz’s female customer base and showcase the brand’s commitment to diversity & inclusion
The approach
Leveraged Amazon Prime Video’s Cinderella to create an inspirational and empowering campaign
Showcased the female and D&I creators of the film to amplify the messaging
Executed a 360 program with various touchpoints to achieve brand KPIs
The campaign
Developed video assets and static key art that supported the overall empowering narrative; pushed content across the following channels: digital (paid + organic), social (paid + organic), broadcast, PR, CRM, and talent channels
Extensions drove consumers to a dedicated landing page, where they could learn more about the partnership and watch all long form content
Created a custom vehicle inspired by Billy Porter’s character, the Fabulous Godmother
Executed a livestreamed event hosted by the Fab G, which aired across MBUSA & partner channels; it has garnered 500K+ lifetime views, and also served as a lead gen driver for the brand
The results
Campaign generated over 200MM+ impressions and 220K site visits in 5 weeks
Partnership was picked up by major press outlets, including Vogue, Refinery29, The Hollywood Reporter, and Today
