Dream Days

Mercedes-Benz needed its annual Dream Days sales event to connect with social audiences personally, hitting specific delivery targets across multiple Instagram formats while keeping brand sentiment positive. Luxury car advertising is aspirational but impersonal, and social audiences respond to individual stories rather than showroom messaging, so an automotive sales event rarely translates into content people choose to watch. The insight was that a promotion lands better when creators translate the offer into their own aspirations rather than promoting the discount itself.

Open Influence asked each creator to define their personal Dream Mode, a metaphor for the inspiration, style and vehicle settings a Mercedes-Benz evokes, and to build content around it. A diverse roster produced short-form Story and in-feed content across Instagram and TikTok, from Ethan Tran's cinematic Unforgettable Dream film to Kyle McCarthy's road-trip storytelling and Kyra's original music, with delivery planned per format and creators selected for distinct styles and cultural relevance rather than reach alone.

A single flexible device let each creator stay authentic to their own style while carrying the brand's aspirational message, and planning delivery per format matched the idea to how audiences consume each placement. The work earned independent recognition as a Shorty Awards finalist in Multi-Platform Partnership and a listing in the CMI Content Marketing Awards. Open Influence reports 48.7M+ views and impressions at 118% of target, Reel view rates 132% above benchmark, Story views 474% above benchmark and 95.4% positive comment sentiment. These benchmark-relative metrics are the agency's own and not independently audited, the benchmarks are undefined, and no sales, consideration lift or spend figures are disclosed.