She's all of us: LOOPING GROUP

A community that is not only connected, but truly connecting.

In a nutshell: With stories like Alicia’s, we helped She’s Mercedes to evolve from a popular magazine into a thriving ecosystem. She’s Mercedes is now published in 25 markets in 27 languages and has over 42m account followers across all channels.

Portrait picture of Alicia Keys in tropical surrounding.

Alicia Keys © Kennedi Carter, Mercedes-Benz AG, Looping Group

Picture of Alicia Keys photographing herself in a Mercedes-Benz.

The Intro: Mercedes-Benz is one of the world’s most popular luxury car brands. It has sought to connect and empower women through a programme of high-quality, independent editorial content. Their flagship channel for communicating with women has been She’s Mercedes magazine.

Kennedi Carter, photographer

Shot outside of a Mercedes-Benz on the street.

The Plot: Capturing and sustaining attention in a branded environment requires constant reinvention, both in terms of the quality of content and the channels selected to share the content and drive engagement. To keep She’s Mercedes relevant to modern women, Mercedes-Benz needed to evolve She’s Mercedes into a 360-degree ecosystem.

Side picture of a Mercedes-Benz black car.

Picture of Alicia Keys in the desert next to Mercedes-Benz.

Close-up picture of a tree in the desert.

Alicia Keys, She’s Mercedes guest Editor-in-Chief

Picture of Alicia Keys walking through the desert.

‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group

The Twist: We worked with Mercedes-Benz to ensure that She's Mercedes content embraced three core themes at its heart: inspiration, diversity, and female empowerment. We invited 15-time Grammy Award-winning singer, songwriter, musician, producer and accomplished actress Alicia Keys to be the guest Editor-in-Chief. We connected her to Kennedi Carter, the youngest-ever cover photographer for British Vogue, to capture a unique photographic essay on a road trip through Joshua Tree Park in Southern California.

Pages of She's Magazine by Mercedes-Benz.

Crypto artists Serwah Attafua, Krista Kim and Johanna Jaskowska

The Result: She's Mercedes now lives online and offline. It has evolved from a popular magazine into a thriving ecosystem. The community continues to grow through festivals, masterclasses, readings and debates. It is now published in 25 markets in 27 languages and has over 42m account followers across all channels. Alicia proudly shared her story with her 22m Instagram followers. She's Mercedes inspired over 62m people.

Abstract design of Mercedes-Benz case She's Magazine.

Alicia Keys She's Magazine Mercedes-Benz.

A community that is not only connected, but truly connecting.

“Alicia puts heavy emphasis on her values lying in friendship, family and solace. So, I really wanted to capture land, terrain and solitude.”

Alicia & Kennedi: A roadtrip to their inner landscape.

“We get to choose who we want to be and what life we live. We don't have to accept what's always been. We can write, create, dream, the future.”

A platform for women who choose to lead.

A community that is not only connected, but truly connecting.

“Alicia puts heavy emphasis on her values lying in friendship, family and solace. So, I really wanted to capture land, terrain and solitude.”

Alicia & Kennedi: A roadtrip to their inner landscape.

“We get to choose who we want to be and what life we live. We don't have to accept what's always been. We can write, create, dream, the future.”

A platform for women who choose to lead.

YOUR STORY STARTS HERE