To infiltrate Amazon’s “You May Also Like” content. Our idea was to respond to all adventurous Amazon searches with seemingly real product suggestions that paired the new Subaru Crosstrek with two of the other most extreme Amazon adventure products related to their search.

Every search on Amazon comes with a series of “You May Also Like” suggestions. During the four-week Crosstrek launch period, we worked with Amazon to create a first-time-ever partnership that allowed us to respond to any Amazon shopper who searched for an adventure product with what appeared to be real “You May Also Like” content from Amazon — content that paired the adventurous new Subaru Crosstrek with two other extreme outdoors products related to their search.

We scoured the millions of products on Amazon and found the most extreme adventure gear. Bear traps. Frostbite kits. Emergency flare guns. Gator repellent. We then created dozens of banner ads pairing related products with the new Crosstrek — ads that looked exactly like actual Amazon “You May Also Like” content.

Shoppers could then click through to buy any of the products, even to a custom Subaru Crosstrek shopping page right there on Amazon.

Crosstrek achieved record sales during the launch and exceeded 100,000 vehicles sold annually for the first time. The Amazon custom page reached 385,000 page impressions and resulted in a 25% lift in brand preference.