To celebrate reaching 2 million Instagram followers, Mercedes-Benz USA posted three special photo designs that feature the G-Class, CLS and GT models earlier this month.
Each “M(illion)osaic” mosaic design is comprised of fan photos that have tagged MBUSA throughout the years. Strategy and creative were handled by R/GA (Austin and New York). A team made up of a developer, writer, visual designer and producer transferred data and wrote code, then used a mosaic-generator tool to customize the photo design in less than a week.
The agency wanted to celebrate the milestone by creating “something very much in and of that moment,” says Michael Stoopack, managing director client services, R/GA.
“Which meant identifying the most popular visual designs and using a priority process to pull data and develop the final mosaic artwork in just the few days leading up to 2 million,” Stoopack tells Marketing Daily.
Twenty four hours after launch, the mosaic designs had already garnered upwards of half a million impressions and counting. To date, each mosaic photo post has garnered around 200,000 impressions, which is on par with other MBUSA Instagram posts.
“When the opportunity presented itself to do something special for this milestone, it seemed only fitting to recognize the loyal fans who got us here in the first place,” Mark Aikman, general manager of marketing and digital customer experience at Mercedes-Benz USA tells Marketing Daily. “The mosaics represent our three most successful posts over the years and were created using thousands of images we’ve been tagged in.”