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Mercedes-Benz Smart One: AI-Driven Influencer Campaign

Learn how Mercedes-Benz leveraged InfluenConnect’s AI tools to achieve a 60% reduction in influencer search time and authentic content creation for its Smart One launch targeting female consumers on Xiaohongshu.

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Client Overview


Mercedes-Benz, a global automotive leader, aimed to boost awareness of its new Smart One model among female consumers in China. Targeting tech-savvy, style-conscious women, the brand sought to align the Smart One’s compact design and premium features with the aspirational lifestyles of its audience. To maximize impact, Mercedes-Benz focused its efforts on Xiaohongshu (Little Red Book), China’s premier platform for lifestyle and product discovery. However, the platform’s diverse influencer landscape posed challenges in identifying authentic voices that resonated with the brand’s luxury ethos.


The Challenge


Mercedes-Benz encountered three primary obstacles:


  1. Influencer Authenticity: Xiaohongshu’s mix of micro- and macro-influencers made it difficult to identify creators with genuine engagement and content that reflected the Smart One’s premium positioning.


  2. Audience Alignment: The campaign required influencers whose followers matched the target demographic, women aged 25–40 interested in fashion, technology, and sustainable living.


  3. Time Efficiency: Manual vetting processes risked delays in campaign execution, potentially missing key launch milestones.


Strategy & Execution


InfluenConnect implemented a precision-focused strategy to elevate the Smart One’s appeal among Chinese female consumers.


  • AI-Powered Influencer Identification - Using InfluenConnect’s AI-driven search, Mercedes-Benz filtered Xiaohongshu influencers by criteria such as follower size, engagement rate, and content relevance. The platform’s algorithms analyzed historical performance data, prioritizing creators who consistently produced high-quality posts about luxury lifestyles, eco-friendly tech, and automotive innovation. This approach identified 12 influencers whose audiences and creative styles aligned with the Smart One’s brand values.


  • Transparent Pricing & Streamlined Negotiations - InfluenConnect’s pre-verified rate cards provided clear cost insights, enabling Mercedes-Benz to allocate budgets efficiently. Direct access to influencer contact details eliminated third-party delays, allowing the brand to finalize partnerships within days rather than weeks.


  • Collaborative Content Development - Selected influencers co-created content highlighting the Smart One’s design, sustainability features, and urban practicality. Posts ranged in format, including carousel reviews showcasing the vehicle’s interior aesthetics, video testimonials on daily usability, and styled photoshoots pairing the Smart One with luxury fashion accessories. InfluenConnect’s platform facilitated real-time feedback, ensuring brand consistency across all deliverables.


Results


The campaign successfully positioned the Smart One as a chic, modern choice for female drivers, delivering both quantitative and qualitative outcomes:


  • 60% Reduction in Search Time: AI tools accelerated influencer discovery, enabling the team to focus on creative execution.


  • High-Quality Content: Collaborations generated 18 posts with an average engagement rate of 8.2%, surpassing industry benchmarks for automotive campaigns on Xiaohongshu.


  • Brand Perception Lift: Post-campaign surveys revealed a 30% increase in female consumers associating Mercedes-Benz with innovation and style.


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