Situation:

How to introduce Youthful Explorers+ and in/near market compact SUV shoppers to the new Subaru Crosstrek

Brief:

Introducing the all-new 2024 Subaru Crosstrek Wilderness

Adventure is a big part of a young active lifestyle, but some feel the need to push it to the edge. These bold spirits want to experience it all. The Subaru Crosstrek has always called to these adventure seekers with its legendary Subaru Symmetrical All-Wheel Drive. But now the all-new Crosstrek Wilderness goes even further.

An enhanced dual-function X-MODE combined with an even higher ground clearance gives increased capability. Tough new off-road wheels with all-terrain tires designed for even more daunting trails. This trusty Subaru is built to take you to the limit and yet it’s standard Eyesight Driver Assist Technology is there to watch over you.

Objective: Drive awareness, consideration and demand for the all-new Crosstrek

and Crosstrek Wilderness

Adventure is in the heart- This Subaru campaign leads with dynamic storytelling from youthful explorers and the things they love to do. We partnered with 2x Macro Influencers who’s lifestyle relates to either the Subaru Crosstrek Wilderness or Core. Both creators have multi-platform reach allowing for turnkey cross distribution. It is important for this audience to feel a sense of relatability through the simple short social stories. The story connection point is about getting a car that gets you. During their story, they highlighted any features that showcase the vehicle's versatility and why they would consider it based on their adventurous lifestyle.

• Align with influencers that the audience looks to for daily inspiration or advice on local adventure, experiences, and wellness content

• Integrate Crosstrek/Crosstrek Wilderness into influencer content across Instagram and TikTok in a seamless way

• Leverage influencers to showcase how versatile the vehicle is and how it can enable

an adventurous lifestyle for adult audiences ages 27-35

Deliverables:

Premium Influencer Package

2x Macro Influencers

2x Mini Vlog Videos (IG REELS) + 2x IG Carousel Posts + 2x TikToks + 6x IG Stories

Targeted Paid Marketing

Added Value Brand Lift Study

The timeline was fluid. There was a mix between the influencers attending a private influencer event hosted by Subaru and waiting for the custom car to arrive. The BGD team managed everyone's expectations daily, and adjust the timeline according to any foreseen delays. Once all content was approved, each influencer went live without any issues.

KPI

To garner 300,000 impressions for the campaign

The Result

The campaign exceeded expectations delivering over three times the projected scope with 1.4 million impressions, reaching 618,326 individuals. The average engagement rate stands at 4.3%, surpassing the campaign goal of 3%.

Additional results:

Initial Plays: 251,195 | Story Views: 12,510 | Total Engagements: 18,667 | Likes: 10,263 | Comments: 340 | Post Saves: 3,219 | Post Shares: 4,276 | Link Clicks: 533

The brand lift study indicated African Americans demonstrated the least awareness of Subaru. However, 7 in 10 of this group expressed interest in gaining more knowledge about Subaru and showed potential to consider it for their next vehicle purchase. Upon sharing these valuable insights from the brand lift study with the Subaru team and evaluating the exceptional performance of the campaign, the client agreed to allocate additional incremental funds for Tee to create more content.