Behind The Hype: Mercedes-Maybach S-Class
To produce impactful editorial content that helps build awareness, revitalise and deliver cultural impact for the Mercedes-Maybach brand.
What We Delivered
Editorial
01/24
Social Media
01/24
Display Media
01/24
Approach
We collaborated closely with Mercedes-Maybach to access their extensive archive, which fueled the production of our long-form video and editorial franchise, Behind The Hype. This series delved into the brand’s rich history, heritage, and future, showcasing Mercedes-Maybach’s cultural influence within the Hypebeast zeitgeist. Combining client-supplied assets with Hypebeast-created content, we launched the campaign in two phases across key global and community-driven verticals.
Result
The partnership generated over 4.7 million impressions and 20k+ engagements across Hypebeast’s global and community-focused channels. All assets surpassed benchmarks, with the standout performer being the @hypedrive vertical, where content exceeded the engagement rate benchmark by +1078%. This highlights the power of contextualized content that resonates with community-driven audiences.
