An analytical study of gender, luxury branding, and digital community.
This project is a media ethnography of the “She’s Mercedes” platform—a global initiative by Mercedes-Benz designed to inspire, connect, and empower women. Using ethnographic research methods, I investigated how the brand transitioned from a traditionally male-centric “engineering” focus to a lifestyle-oriented community that values female leadership and networking.
She’s Definitely Mercedes
For my research into digital communities I decided to research the She’s Mercedes Instagram account. She’s Mercedes is a marketing campaign that connects the women of the Mercedes-Benz brand. Launched in 2015, this campaign just celebrated its fifth birthday and has been utilised on Instagram as a “platform dedicated to inspiring, connecting and empowering women…
Happiness is a Warm Mercedes
Ethnographic findings: Engaging in Community In the last week of my media ethnography, my research methodology changed from observation to participation- it was my turn to contribute to the digital community. So far so good. I think the photo is actually quite good and it blends in well with the other photos on the She’s…
The Ballad of Mercedes and Porsche
Ethnographic Findings Entry 3: Brand Image & Competitors This week I will look into brand image of Mercedes-Benz and what competing brands are doing to incorporate women into their brand through campaigns similar to She’s Mercedes. Brand Image Created Through She’s Mercedes: The She’s Mercedes marketing campaign is a summary of everything the Mercedes-Benz brand…
All Across The (She’s Mercedes) Universe
Ethnographic Findings: Earned Interactive Media This week for my Media Ethnography I planned to investigate the use of Tags (both location + hashtags) and User Generated Content created and shared to the She’s Mercedes. The aim of this week is to establish the following: What user generated content is being produced How are they received?…
Lucy in the Sky With Pastel G-Wagens
Ethnographic Findings; Comments First Look/Scroll of Field Site : @shesmercedes Feeling of inclusiveness as I am associated with the brand through my car. And seeing images of cars like mine makes me feel a part of the community and to be honest makes me feel like going out for a drive. I don’t feel excluded…
Ethnography: Project Pitch
As per the previous blog posts I have proposed to research and investigate a media niche of mine. This media niche is a marketing campaign launched by a large global organisation that utilises multiple platforms- however I will be focussing on Instagram. The aim of my project is assess this marketing campaign by becoming an…
Marketing & Ethnography
Now that I have established my media niche, field site and method. I intend to do a little background research into ethnographic investigations conducted on Instagram that involve marketing communications. Social Media marketing communication began in the early 21st century and has since grown to become a very important medium for brand communication. “In this…
PHOEBE LOW 