We knew our audience was active on Instagram — where Mercedes-Benz Singapore didn’t have a presence yet — so we tapped on celebrities and influencers to reach them. We started the party both online and offline, hyping fans to create festival-related content tagged with #MercedesBenzSG.

As a result, we reached over 4 million fans, 586,000 engagements, 973 positive mentions and an average engagement rate of 14.39% compared to last year's 1.99%. We also grew Mercedes-Benz Singapore's Facebook fanbase by 2,194 and the #MercedesBenzSG hashtag on Instagram by 120%.