Mercedes Recruits Instagram Influencers To Target Millennials

Starting last month, Mercedes-Benz has been seeding their ad content to various recruited “Instagram influencers” to market the car on their respective feeds. This effort is part of the #GLApacked campaign for its GLA sports utility vehicle scheduled to launch later this fall. In addition, a GLA cross-country excursion is also being documented on Instagram as native ad content. Since visual storytelling is a really powerful tool for the younger consumer, Instagram seems to be a great fit for this campaign. As brands continue to explore the new and exciting territory of social media marketing, the luxury car company’s move to tap into these influencers’ following is no doubt instrumental. How many impressions would actually turn into purchase though, would a lot harder to measure, and that’s what we marketers need to figure out.