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Case Study: Subaru Drives Brand Awareness with #MeetAnOwner Influencer Marketing Campaign

Subaru builds vehicles that “fit any lifestyle, from the adventurer wanting to escape the city to the weekend urbanite just cruising around town”. In line with this statement, the American carmaker has launched an influencer marketing campaign to appeal to a diverse audience in a broad digital rollout.

20 Influencers behind the wheels of the #MeetAnOwner campaign

If you are considering a car purchase, naturally, you seek reviews from existing owners and you are not as receptive to traditional advertising as you are to third-party recommendations. Leveraging this understanding of customer behavior, in 2017 Subaru launched its “Meet an Owner” influencer marketing campaign and connected potential buyers with loyal Subaru owners who loved their cars.

Subaru teamed up with 20 YouTube and Instagram influencers across various categories ranging from fitness to art. Each influencer created unique pieces of content centered around a Subaru car, aiming to raise brand awareness,…

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