In order to speak directly to our audience and cut through the clutter, we didn’t want to create a traditional automotive video. Instead, we let the cars speak for themselves. No music. No voiceover. Just the spiking revs, screaming wheels, slammed gearboxes and other sounds driving fans love to hear. Then we supported the video with aggressive, optimized content strategies to keep viewers within the brand on a curated path.

Our creative approach to video content was heavily influenced by the data and research gathered. We followed the same path in terms of distribution implementation and based on our research, we released content when we knew our intended audiences would be active on the platforms where our video content would live. To coincide with the launch of the 2018 WRX and WRX STI pre-launch page on Subaru.com, we wanted to launch the video on Subaru’s social media channels and YouTube page to support the pre-launch page. Additionally, we wanted to ensure that our video content would be first to market so our branded-message would lead the conversation versus content from competitors.

Within a few days of our launch, we could see that the video was performing well and that our intended audiences were engaging with the content based on platform metrics and online publications picking up the content. On Facebook, the video generated over 1 million views in the first 36 hours. To date, the video post has over 142,000 reactions, 29,000 shares, and over 5 million people reached. This Facebook post holds the title of Subaru’s best performing organic post ever on the platform. On YouTube, the video has over 834,00 views to date, one of Subaru’s highest performing organic posts on the channel. Based on the video’s performance, we can successfully say that this content moved the needle and surpassed our client’s expectations.