In the crowded luxury car market, differentiation often relies less on horsepower and more on perception. Mercedes-Benz, long known for prestige and engineering, faced a generational challenge in the 2010s: how to engage millennials and digital natives who were less impressed by glossy magazine spreads and more influenced by social media storytelling.
The answer came through one of the most effective automotive digital marketing and influencermarketing initiatives in the automotive world: #MBPhotoPass. This campaign became a blueprint for how legacy auto brands could collaborate with digital creators to reinvent their image.
Background: A Brand at a Crossroads
Mercedes-Benz had always excelled in traditional advertising. TV spots, celebrity endorsements, and print campaigns cemented its image as a symbol of success. But digital-first audiences wanted authenticity, relatability, and visual experiences designed for Instagram, not billboards.
By 2013, competitors like BMW and Audi were experimenting with digital, while Tesla was winning attention with cult-like online buzz. Mercedes-Benz needed to modernize without diluting its luxury heritage.
Strategy: Give the Keys to Influencers
The company launched #MBPhotoPass, a campaign that invited prominent Instagram photographers and digital influencers to “take over” the Mercedes-Benz account and document road trips in different vehicles.
The strategy was brilliant in its simplicity:
- Leverage Visual Storytelling – Cars are inherently photogenic. Instagram photographers could capture them in aspirational, lifestyle-driven contexts.
- Borrow Credibility – By letting influencers post through Mercedes’ official account, the brand essentially lent its voice to trusted creators.
- Target Younger Demographics – Followers of these influencers were younger than Mercedes’ traditional buyers, seeding aspiration early.
- Maintain Authenticity – Influencers had creative freedom, avoiding the overproduced feel of traditional car ads.
Execution: Campaign Mechanics
1. Carefully Curated Influencers
Instead of celebrity endorsements, Mercedes chose respected Instagram photographers like Chris Burkard, who specialized in adventure and landscapes. Their credibility came not from fame, but from artistry.
2. Immersive Experiences
Influencers were given the keys to models like the G-Class SUV or the CLA Coupe andencouraged to take them on real adventures — from coastal drives to desert expeditions.
3. Branded Hashtag Amplification
The campaign’s central hashtag, #MBPhotoPass, aggregated content across influencers, allowing audiences to explore Mercedes-Benz experiences in one place.
4. Owned + Earned Integration
Photos were shared on Mercedes’ own channels and republished by lifestyle and automotive media, blending influencer content with broader PR.
Results
- Massive Engagement: Campaign photos consistently outperformed brand-generated content in likes, shares, and comments.
- Demographic Shift: Mercedes saw significant increases in younger followers, especially under 35.
- Cultural Relevance: Coverage in outlets like Adweek praised the campaign for sophistication and restraint.
- Sales Impact: While hard to isolate, the CLA Coupe (a model highlighted in campaigns) outsold expectations in its first year.
Why It Worked
- Right Influencers, Right Fit – Mercedes chose creators whose values (creativity, adventure, craftsmanship) aligned with brand identity.
- Authenticity over Gloss – Audiences valued the “real feel” of influencer photos compared to staged ad shoots.
- Brand-Influencer Symbiosis – Influencers gained prestige by association; Mercedes gained credibility through their artistry.
- Consistency – #MBPhotoPass lasted years, not weeks, creating ongoing narrative continuity.
Lessons for Automotive Influencer Marketing
- Choose creators for authenticity, not just follower counts.
- Give influencers creative freedom; the less branded the content feels, the more it resonates.
- Think long-term: influencer partnerships should be recurring, not one-off.
- Ensure influencer identity reflects the aspirational lifestyle of your vehicles.
Mercedes-Benz’s #MBPhotoPass campaign proved that influencer marketing, when executed with artistry and restraint, can redefine how a legacy brand engages modern audiences. It shifted perceptions, inspired younger buyers, and demonstrated that in the digital age, authenticity is luxury.
Mercedes didn’t just market cars; it curated experiences. And in doing so, it drove influencermarketing into the fast lane of automotive PR.
