Situation //

At the start of the pandemic, people craved for human connection while we all shifted towards digital for work, entertainment, and socialization.

Brief //

Offer our audiences a digital escape that simultaneously feels human when our audiences needed it the most.

Objectives //

*Drive buzz and brand consideration in a disruptive and artistic way

*Provide serialized content that will keep audiences returning for more

*Provide an easy way for audience members to participate

During the early days of the Covid-19 pandemic people looked to fill their time with new hobbies. We created a drawing tutorial series with professional illustrator Kate Hunt. Kate is a world-renowned artist based in Nürnburg, Germany. We wanted to inspire people stuck at home — with plenty of time on their hands — to learn how to draw. To put down the TikTok and pick up a pencil. The six episodes were released on Instagram stories and covered such topics as: Materials, Pencil Sketching and adding color.

Data Gathering //

We determined success through the measurement of organic impressions, engagements, and video views through native analytics on Facebook, Instagram, TikTok, YouTube, and Twitter.

Target Audience //

We wanted to reach not only our loyal automotive enthusiasts, but also extend our appeal to the creator community.

Relevance to Social Platform and Approach //

We saw that there were 229M #drawing conversations happening across instagram alone, and so capitalized on that trending content (growing more popular by the day with quarantine on the rise). We invited the audience to tune in, watch, stay tuned, and participate with us.

Implementation //

Organic social channel publishing

Timeline //

8 weeks

Placement //

Instagram, TikTok, Facebook, YouTube, Twitter

Scale //

MBUSA's Owned Channels: 4.1M impressions, 469.7K video views, 242.7K engagements

MB Global's Channels: 35 Million organic Facebook users after 4 days and generated 140K likes and 13K shares, becoming its top-performing post of all-time.

// The campaign resonated extremely well and inspired our followers to create their own drawings. It generated 4.1 million impressions, 242.7K engagements, and attracted 469.7K views.

// Kate Hunt’s first tutorial video became Mercedes-Benz Global’s most shared video on Facebook – reaching 35 million Facebook users after 4 days and generated 140K engagements and 13K shares (all organic on the MB global page)

// Competing against 3,000 other campaigns, our Kate Hunt campaign became a top 30 finalist in RF’s global agency award show.

// The series was shared and leveraged by other global counterparts such as China, Canada, and Germany.

// We were thrilled that this effort inspired and spread creativity in the midst of crisis.