Mercedes-Benz Fashion Week (NYC)

Insight: Influencers and fashion-forward people are extremely active on social media and style conscious about clothes and cars alike. Mercedes-Benz wanted to be part of that conversation. 

Idea: #fashiontag, you’re it. Fashionable looks from the runway and the street should be part of a growing feed. In line with that, we ensured that inimitable Mercedes-Benz auto styling also generated buzz. Mercedes-Benz = Fashion.

Execution: #fashiontag messages were sent as an email campaign and then started appearing on billboards and big screens in NYC. The social feeds were streamed during events all week. Interspersed with fashion were #MBFW, #amggt, #fineleather, #cockpitdesign and more. The impressions, likes and shares piled up as Mercedes-Benz OWNED the week.