She’s Mercedes:

Campaign
Meet the Team

Jackie Baumann Courtney Callahan Claire Grider

SENIOR SENIOR
SENIOR
STRAT. COMM MEDIA ANALYTICS
STRAT. COMM, MARKETING

Lexi Bean Victoria Cataldo

SENIOR SENIOR
STRAT. COMM STRAT. COMM, DANCE
ROADMAP
BACKGROUND OBJECTIVES CAMPAIGN
1 3 5

2 4 6

BUSINESS STRATEGY FINAL

PROBLEM THOUGHTS
CLIENT PROFILE
MERCEDES-BENZ
● German luxury automotive marque founded in 1929
● Inventor of many automotive technologies
○ 1959: Crumple Zone
○ 1980: Airbag
○ 2002: PRE-SAFE Breaking

“SHE’S MERCEDES”
● Launched in 2015

● Platform dedicated to inspiring, connecting and empowering women, highlighting their unique
success and creating a dialogue that transcends cultures, industries and experiences.

● Striving to excel and driving to move ahead is a character trait common to all successful
women
1 BUSINESS PROBLEM
DATA
◦ Over 56% of women feel patronised by car advertisements

◦ Average age of Mercedes Benz driver: 53 years old

◦ 84% of Gen Z consumers are saying that they would only buy a brand that stands for
something

◦ 44% of females who buy Mercedes-Benz purchase the luxury car for the exterior styling
and reputation
CHALLENGE
OUR OWNERS ARE TOO OLD, TOO MALE, AND WE CAN

DEFINITELY ASSUME TOO WHITE. WE NEED TO BUILD BRAND

RESILIENCE FOR THE FUTURE BY RESONATING WITH

YOUNGER, MORE FEMALE AND DIVERSE AUDIENCES.

2 OBJECTIVES
 OBJECTIVES
MARKET SHARE OWNERSHIP AGE
Increase female presence Decrease average
of market share ownership age

Increase share of voice in Garner social buzz in

younger, more diverse younger, more diverse
audience audience
SHARE OF VOICE SOCIAL BUZZ
3 STRATEGY
STRATEGY
Bring luxury to the women that drive the world forward

Combine timeless ideals of female empowerment and growth with

current digital trends to create relevant content that engages an
audience of young, diverse females while also helping them to
succeed and drive the world forward.
4 DELIVERABLES
CAMPAIGN OVERVIEW

TAGLINE

ACTIVATIONS

PARTNERSHIPS
I AM WOMAN:
Driving the World Forward
PARTNERSHIPS
Emmy Meli
Creator of I Am Woman
remix based on the original
version sung by Helen Reddy

“I couldn't find any songs that said

what I thought being woman was
about. I thought about all these
strong women in my family who
had gotten through the
Depression and world wars and
drunken, abusive husbands. But
there was nothing in music that
reflected that.” -Helen Reddy
Janet Mock
NYT bestselling author, writer,
director, and producer.

“I stand here today, most of all,

because I am my sister’s keeper… Our
approach to freedom need not be
identical, but it must be intersectional
and inclusive.”
ACTIVATIONS
SOCIAL
I Am Woman TikTok Trend
1. Launch TikTok account for She’s Mercedes (@shesmercedes)
2. Promote via brand social media accounts, website, She’s Mercedes website and blog posts
3. Post to:
a. She’s Mercedes social media channels and website
b. Mercedes Benz social media channels and website
c. Activist partners social media channels

4. Everyone that posts with #WomenDriveTheWorld and tags @shesmercedes and @mercedesb
gets entered to win Mercedes

5. Other content:
a. Pulled BTS from event
60%
Of TikTok users are females

24.4 million views

On original TikTok video

431,000 users
Made a TikTok to the sound
EVENT
I Am Woman: Driving the World Forward
WHAT:
◦ An invitation only event centered around bringing a luxury experience to women who have
dedicated their lives to serving others

WHO:
◦ Attendees will be determined via nominations from female empowerment programs

DETAILS:
◦ All attendees will be taken to event in Mercedes
◦ 1) Concert performed by Emmy Meli
◦ 2) Talk given by Janet Mock: “How to Drive the World Forward in a Male Dominated Field”
◦ 3) Bringing Luxury to Life
▫ Give women the opportunity to get their hair and makeup done
DIGITAL
I Am Woman: Driving the World Forward
WHAT:
◦ Digital ad campaign using images from event that showcase real women enjoying real luxury
◦ For every click generated by ad, Mercedes Benz will donate $1 to WomenRising

WHERE:
◦ Lifestyle Blogs
▫ Poosh
▫ Autostraddle
◦ E-magazines
▫ O: The Oprah Magazine
▫ Marie Claire
FINAL THOUGHTS
FINAL THOUGHTS
WHY THIS IS THE RIGHT CAMPAIGN
◦ Mercedes needs to reach younger, more diverse females while still staying true to their brand
identity of luxury and class
◦ Bridge age gap by integrating trendy social campaigns

◦ Emphasize diversity through engaging via social media

◦ Maintaining brand identity by using the idea of luxury as a vehicle for self-care and teaching
women to embrace and celebrate themselves

◦ Demonstrating ethics of She’s Mercedes by inviting hometown heroes and making donation
to WomensRising
THANK YOU