For the past few years, Subaru has heavily relied on the notion of consumer authenticity to brand its products.
But with the release of the new Impreza, Subaru recruited the help of social brand ambassadors (and real life Subaru owners) to highlight the experiences with the vehicle rather than the details of the car itself. The campaign features heartwarming, yet relatable videos with a strong call-to-action – #MeetAnOwner – driving customers to engage with the brand on a more intimate level with real owners.
While utilizing influencers to connect with a target audience is certainly not a new strategy, it’s an important one in the on-going battle for brand loyalty.