With joint efforts of Ogilvy Beijing, Mercedes joined Bilibili with authentic luxury. As the last brand among BBA to join Bilibili, Mercedes-Benz has built the "MB Ecosystem" with the most resonant "brand language" and the most sincere "Bilibili style". With 389,000 views (3.9 times that of the competitors) and 48,000 engagements (7.2 times that of the competitors), the launch video became 1st trendy brand content without media placement, surpassed the average first-year fan growth of the competitors (30,000) in 12 days, and increased iWOM by 3.84% in 55 days. Mercedes-Benz has caught up from behind and won the preference of Gen Z.