Challenge
When Mercedes-Benz USA (MBUSA) launched the A-Class Sedan, its hi-tech entry-level vehicle, the company charged Cookerly with creating a bold, unconventional PR approach to create buzz, draw attention to community involvement and attract prospective buyers. This was just one element of Cookerly’s ongoing comprehensive PR program for MBUSA spanning internal and external components.
Breakthrough Solutions
Our team developed a winning program to attract the young and young-at-heart and create a steady drumbeat of media coverage and brand engagement for the launch.
- We leveraged the company’s A-Class Super Bowl ad and layered on a viral hype video featuring dancers from the nationally renowned Ron Clark Academy and superstar rapper Ludacris.
- The campaign was topped off with Super Bowl ticket raffles for students, teaser Twitter memes, a celebrity press premiere and robust media outreach.
- This thrilling product launch illustrates how Cookerly skillfully integrated public relations with an ad campaign, brand experience activations and organic social/paid digital initiatives.
Another novel program for MBUSA is its ongoing No Limits initiative designed to raise awareness about gender stereotypes and inspire children, especially young girls, to pursue their aspirations. We developed an original storytelling and awareness program across channels featuring positive role models for young girls, inspiring them to be trailblazers. This theme generated excitement and visibility for the initiative and brand.
Results
The A-Class launch campaign created spectacular visibility for the new model plus MBUSA’s role in the community, reaching over 50% of the U.S. population between 24-54.
- 613 media placements reached an audience of nearly two billion with coverage by Associated Press, CNN, Headline News, Business Insider, USA TODAY, Washington Post, Forbes, Elite Daily, TV Guide, Bustle, Thrillist, Sports Illustrated, plus hundreds of websites, local outlets and trades.
- Creative videos shattered all expectations with more than 1.8MM views; 23,000 shares took the country by storm along with views on millennial-favorite Instagram.
- The campaign triggered huge brand/model search for Edmunds, CarGurus and Cox Automotive, showing the campaign successfully targeted its top demographic.
The ongoing No Limits initiative to counter gender stereotypes was recognized by Forbes and TalkWalker as one of the top national social marketing campaigns. More than 60 media placements have reached an audience of 131.8 million, appearing in MSN, Business Insider, Refinery 29, Forbes, Glamour, Romper, Yahoo! Lifestyle, AList Daily, plus myriad websites, trades and local outlets.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As senior vice president at Cookerly, Mike Rieman specializes in building and maintaining relationships with the media and has an excellent track record of landing significant placements in print and broadcast media including USA Today, Wall Street Journal, Bloomberg and Money Magazine.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
As a senior vice president at Cookerly, Matt helps organizations protect and advance their reputations and bottom lines through strategic communications programs. Using creativity, planning and flawless execution, he works with a team to deliver compelling public relations campaigns that produce results and support clients’ business objectives.