It makes sense that taking Instagram viewers where they've probably never been before is a winning strategy for brands such as GoPro and National Geographic. But automotive marketers may want to take note: The strategy is working wonders for Mercedes-Benz, which represents its category for best branded video in the Adweek/Shareablee rankings for the week of Sept. 14-20.
Mercedes-Benz shot footage from the top of Rocky Mountain National Park to garner the distinction, picking up 23,800 likes and comments. The effort is reminiscent of the brand's work in May, when it totaled 22,380 likes and comments for a 15-second clip of a vintage model driving with its doors completely ajar along a beautiful rural highway in Italy.
Since then, the company has jumped from 786,000 to nearly 1.2 million followers on Instagram, the social platform that's dedicated to photos and videos.
The chart below features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV shows) that appear every week and showcase the best branded effort. Two wildcard niches are always sprinkled in, and we've chosen food/beverage and luxury fashion for this week's edition.
Check out Mercedes-Benz, GoPro and the other winners' clips while seeing what kind of reach the brands achieved.