Mercedes-Benz set out to capture the attention of new and existing audiences by transforming its "Dream Days" sale moment into a social media campaign that extended the brand’s renowned innovation and aspiration to new heights. The primary objective was to drive awareness and consideration for the annual Mercedes-Benz Dream Days sales event, connecting with social audiences on a personal level through tailored creator content from a diverse roster of talented and unique influencers. By linking the brand’s promise of luxury with the unforgettable allure of dreams, the campaign set out to bring a new digital edge to automotive advertising with the goal of creating memorable brand associations and positive sentiment.
"Dream Days" was creator-driven from beginning to end, using truly unique influencer content which was authentic to the talent to communicate the aspirational experience of owning a Mercedes-Benz. Creators were selected based on their unique styles and ability to produce high-quality, culturally relevant content. Each creator was encouraged to showcase their "Dream Mode" by engaging with Mercedes-Benz vehicles in ways that reflected their personal journeys—whether through scenic drives, artistic expression, or lifestyle integration. Videos and imagery captured how each creator’s dream was enhanced by their Mercedes, producing content that was visually captivating, relatable yet at the same time aspirational.
Executed across Instagram and TikTok, the campaign leveraged both short-form story and in-feed content formats to maximize reach and engagement. For example, creator Kyle McCarthy (@kylemakesshortfilms) highlighted how his Mercedes-Benz fuels his creativity during long road trips with his wife, while Ethan Tran (@ethan.uncurated) created a cinematic video on the ‘Unforgettable Dream,’ showcasing the elegance of the vehicle. Music and lifestyle influencer Kyra (@kyramachida) used her moment to highlight her original music alongside a fashion forward video, showing what Dream Days means to her.
This blend of personal storytelling and brand messaging resulted in content that resonated with audiences, aligning the prestige of Mercedes-Benz with authentic creator narratives.
The "Dream Days" campaign significantly exceeded its performance benchmarks, achieving a total of 48.7 million views and impressions, and reaching 118% of its target goals. The campaign saw incredible engagement, with a Reel view rate of 132% above delivery benchmark and an in-feed view rate that delivered 156% of the anticipated engagement. Story views achieved an unprecedented 474% over delivery benchmark expectations.
The campaign received overwhelmingly positive sentiment: 95.4% of comments expressed excitement for the Dream Days event, with many admiring the creative, unexpected approach Mercedes-Benz adopted for this campaign. Audiences responded to the innovative execution, with 67.2% of comments showing direct support for creators and the brand, expressing that this was truly a unique automotive ad experience: “You know it’s a good ad when you forget it’s an ad.” By allowing creative freedom, "Dream Days" redefined the automotive sales event for Mercedes-Benz, solidifying its position as a brand that not only inspires but empowers dreams.
