To generate buzz and create shareable aspirational lifestyle content for the launch of their new CLA, Mercedes-Benz partnered with top YouTuber, Casey Neistat. Check out the rest of our post to see how many other car brands are marketing with social media influencers across all channels including Instagram and YouTube.
In a recent article published in Automotive News, media strategist Peter Ternes of General Motors states “auto companies court influencers because they reach audiences carmakers wouldn’t otherwise — consumers who might never watch a car commercial or read a car magazine.” Additionally, Ternes says car brands are “telling the same story to the same people over and over again” however, with the success of influencer marketing campaigns, these traditional automakers are now telling a new story to a completely different audience, previously unreachable.
See how car makers including GMC, Cadillac, Toyota, Maserati, and several others are partnering with top social media influencers to reach and engage vast new audiences across new and emerging social publishing channels:
Mercedes-Benz continues to innovate and create novel influencer marketing campaigns with notable YouTubers and Instagrammers. For YouTube, social media star Casey Neistat created a series of behind-the-scenes videos to document his antics while filming a sponsored YouTube commercial for Mercedes. Previously, Neistat had created a controversial video for Nike and with legions of fans across multiple social media channels (on YouTube alone, Neistat’s channel boasts more than 1 million subscribers), properly brand-aligned and sponsored content with Neistat elicits thousands if not millions of consumer engagement (likes, shares, follows, direct response).
On Instagram, Mercedes partners with notable Instagrammers to execute “hashtag-able” marketing campaigns including the launch of their GLA. With a dedicated landing page (GLApacked.com) and the adjoining hashtag #GLApacked, Mercedes created Instagram influencer marketing campaigns with top travel and adventure Instagrammers (see our top list here) including Theron Humphrey of “This Wild Idea.”
Travel and adventure YouTuber Louis Cole recently journeyed across the California west coast in a Toyota sponsored road trip. Cole frequently collaborates with other top YouTubers and recently released a video announcing a forthcoming collaboration with Apple.
As one of the original and top fashion bloggers (see our 2015 Top 20 List here), Jacey Duprie has transcended the blogosphere into both Instagram and Snapchat. Duprie was one of five fashion bloggers selected as part of ShopStyle’s recent Snapchat marketing campaign.
In line with their progressive and edgier branding, Cadillac partnered with top men’s fashion influencer Nick Wooster for New York Fashion Week’s first men’s standalone showcase earlier this summer.
Also a top 20 fashion blogger, Chiara Ferragni’s high-end luxury stylings for her blog “The Blonde Salad” juxtaposes well with Maserati’s brand and image. Harvard Business School recently featured Ferragni’s eponymous fashion collection in an academic study on how top fashion bloggers monetize their influence.
Top men’s fashion blogger Adam Gallagher is arguably one of the most widely-recognized men’s lifestyle influencer. Gallagher has collaborated with many of the top brands including Hugo Boss, Bed Bath & Beyond, and has close to 1.5 million followers on Instagram.
Former model and top fashion blogger Natalie Saurez partners with Chevrolet and publisher Refinery29 to promote both budget-friendly outfits and Chevy Cruze. See her sponsored video here.
Top lifestyle blogger James McCoy chronicles her Mississippi family road trip in GMC’s Yukon on her high-reach blog, Bleubird. In addition to a beautiful photo-journal of their trip, her sponsored blog post includes a candid family and friends review of the car.