Instead of making ads, we made a series of unbranded content videos that appeared online organically on some of South Africa’s biggest curated Facebook pages. And because nobody thought they were watching an ad, these videos fuelled a nationwide conversation. There were no logos, and none of the content actually came from the brand. But there was one thing everyone spoke about… the brand. 

With nothing but a few Mercedes-AMG cars and a cellphone, we manufactured unbranded ‘user-generated’ content, that showed off the AMG Growl in all its glory. We then carefully seeded this content on some of South Africa’s biggest curated Facebook pages, publishers, blogs and online destinations. These videos went viral instantly and were shared organically, not only online, but got air time on radio stations, in the media and PR.

Our campaign reached over 14.5m people, with over 8m video views to date. The benchmark cost-per-view amongst the automotive industry sits at R1, our current CPV is R0.015. We got over 8 million organic views with a media spend of less than $10 000, that’s a 7000% ROI.