..:: AUTO REPORT AFRICA ::..
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Mercedes-Benz South Africa is on a high as it has become the first automotive brand in that country to reach an important milestone – one-million Facebook fans!
This is an especially huge achievement as the luxury automobile industry is highly competitive, particularly on social media, where the landscape is rapidly evolving. Social media has long been a vital part of the brand’s marketing and communications, speaking not only to its existing customers, but to a highly aspirational fan base who love the three-pointed star and enjoy being part of its digital community.
“We started our Facebook page in late 2011, and soon realised that it was a crucial component in getting our message across to both existing and prospective customers,” Selvin Govender, Marketing Director: Mercedes-Benz Cars, said in a statement obtained by AUTO REPORT AFRICA.
“It was therefore imperative that we continuously assessed and changed our approach to ensure that we provided the most engaging and interesting content that our followers would appreciate and with which they would want to engage.
“The continuous introduction of new and exciting models, and the creation of niche segments, has contributed positively to the popularity of the brand, clearly indicating that our rejuvenation strategy is bearing fruit.
“Instead of using the traditional marketing tactics and approach of pushing generic marketing tools, we undertook extensive market research on new trends and product updates to find the most original topics and formats that would appeal to our audiences.”
Over the years, MBSA has also increased its use of digital platforms to spread brand awareness to a wider audience – including using social media as the basis for several of its most successful campaigns, such as the 2014 GLA Adventure and the 2015 AMG Extreme Adventure.
Engagement is also a watchword for the company, as it strives to provide content that will not simply be viewed, but with which its fans will interact.
“We did not see our role as only to create content, but rather to create conversations across all our social media platforms, including Facebook, when topics were trending and our users had an emotional connection with our brand,” added Govender.
“Current interactive lifestyle campaigns such as the ever-popular #EveryTerrain SUV series, the #ALevelUp A-Class introduction competition and Mercedes-Benz Fashion Week highlights, contributed hugely to this phenomenal success,” Govender stressed.
Product offerings such as Agility Finance have also introduced new customers to the brand and have created a platform to safeguard affordability. The new car virtual showroom, a unique selling tool, also attracts customers to interact with the brand.
Social media will continue to play an important role in creating awareness of the various product offering and engagements that Mercedes-Benz South Africa offers its audience in affirming its status as the number one Premium Luxury automotive brand in Southern Africa.
