We moved away from conventional advertising and content sponsorship to create an integrated platform where female car buyers could interact and share with each other. In collaboration with Tencent Group, we released a white paper – “The Women of Our Era” – on International Women’s Day, March 8th2018, which inspired women to reflect on their own beliefs and values.
With the cooperation of giant media groups, inspirational female celebrities were invited to share their experiences via in-person forums and online, inspiring more and more women to share their personal stories on the She’s Mercedes website and across social media. We selected some of the stories and transformed them into a creative display at a popular subway station, encouraging men and women alike to reflect on the experiences of women in modern Chinese society. These online and offline activations gave Chinese women from different walks of life a forum to connect and discuss the unique challenges and opportunities they face, bringing to life the She’s Mercedes essence, “The Space for Inspiration.”