Mercedes-Benz
Background
Mbusa.com is the digital gateway to the Mercedes-Benz brand in the United States. As their digital AOR we managed marketing campaigns and brand storytelling, introduced eCommerce capabilities, and sitewide personalization. Making Mercedes-Benz a top performer every year in J.D. Power’s MWES study measuring consumer sentiment and effectiveness for automotive websites.
My Role
As Associate Creative Director and Lead Writer for Mercedes-Benz, I led the creative team and worked directly with stakeholders to align our creative vision with key business objectives. I led cross-functional teams in the creation of website content, feature development and enhancements, and eCommerce integration. In addition to being a leader, I was thrilled to craft copy for such an iconic brand with a distinctive voice and deep-rooted history.
Personalization
When it comes to purchasing a luxury vehicle, the expectation is that the entire experience is elegant and effortless. But when customers were shopping on mbusa.com, they were faced with a lineup that can feel overwhelming. To simplify the experience and meet customers' expectations, we implemented site-wide personalization.
Our proprietary site architecture enabled advanced data and analytics, forming the backbone for customer intelligence and personalization. This framework led to the creation of customer profiles, allowing visitors to have greater control over their site experience and recommended vehicles.
Authenticated visitors, whether prospects or loyal owners, became prime targets for tailored experiences. We segmented these experiences by audience type and funnel stage to meet each visitor exactly where they are in their shopping journey.
Meet Michael.
He’s a software developer in his 30s who’s looking for a new car that fits into his lifestyle and matches his personal style.
Michael has always dreamed of owning a Mercedes-Benz, but he isn’t sure which one is right for him. He knows he wants to buy an EV, but he’s torn between a more practical SUV and the sleek sedans he sees around town. So, he decides to create a profile to keep track of his preferences.
He immediately sees the benefits, with a tailored homepage that remembers his previous sessions and features custom recommendations based on his browsing history.
Authenticated Shopping
Michael continues cross-shopping other brands, but when he returns to mbusa.com, he finds new inspiration with tailored class and model recommendations. His profile makes it easy to browse at home or the office, so he can always keep track of what he likes.
After a few weeks of searching, he’s decided on the EQS sedan. It’s modern, stylish, and electric—three major selling points for him.
Now, it’s time to schedule a test drive. With dealer leads integrated into the experience, all it takes is one click to get scheduled at his preferred dealer.
Turning Intrigue Into Intent
The EQS was love at first sight for Michael. He decided to sign a lease rather than buy due to the fact that EV technology has been advancing so quickly, and he’s excited to see what will be available in two years.
Fortunately, mbusa.com is already anticipating his lease ending date and offers up personalized recommendations for upgrades just when Michael is considering what to buy next.
Anticipating What’s Next
Manufaktur
Manufaktur is a bespoke customization service offered by Mercedes-Benz, allowing customers to personalize their vehicles with a variety of exclusive appointments and options. The program focuses on craftsmanship and individuality, offering premium materials, special colors, and unique interior and exterior finishes unavailable in the standard lineup.
After several years of inactivity, we were tasked with bringing the program back to life. To compliment the beautiful hardbound leather books found at dealerships, we created a landing page detailing how it works, how to order, and FAQs so customers would know what to expect. The relaunch was highly successful, with a surge in page traffic and dealer requests accompanying the launch.
As a writer, few things are more exciting than revealing Mercedes-Benz's future and concept vehicles to the public. These vehicles represent the purest distillation of the brand’s design ethos and signal the future of engineering, connectivity, and craftsmanship.
Concept vehicles are particularly thrilling as they allow designers to take a no-holds-barred approach to design, future casting trends, and taking risks not possible with mass-market products. On the other hand, future vehicles are designed to be a part of the lineup eventually. They often tout advanced new features and exciting new designs. For both, the excitement is palpable. And from a writing standpoint, you get to nerd out, introducing the public to something exciting and, at times, revolutionary.
Future & Concept Vehicles
The Future Knows No Bounds
