MERCEDES-BENZ. #MBSTAR CHALLENGE.
“When a luxury icon speaks Gen Z, the star shines brighter.”
Mercedes-Benz set out to engage Gen Z and Millennials on TikTok, aiming to boost awareness and relevance in the UK and Germany. Instead of promoting cars, the brand focused on its most powerful symbol – the star. The #MBStarChallenge invited users to reimagine the Mercedes-Benz logo through dance, art, or magic – expressing creativity in their own style.
Top TikTok creators launched the challenge with a catchy custom track, supported by premium Brand Takeover and In-Feed Ads, plus a Discover Banner that drove users to the challenge hub.
The results were massive: 180M+ views, 185K videos, 73K participants, and 30K new followers. Engagement and recall soared, with +66% ad recall, +18% brand favorability, and +15% brand preference. By turning its emblem into a creative playground, Mercedes-Benz proved it can inspire a new generation – showing that luxury isn’t just owned, it’s expressed.
https://ads.tiktok.com/business/en-US/inspiration/mercedes-benz-14?
https://www.tiktok.com/tag/mbstarchallenge