Organic social strategy to realign the brand’s social presence from performance-focused messaging to a diverse, community-driven platform rooted in real owners, adventure, and the full breadth of the brand.
Subaru
The Challenge: Subaru’s social presence did not have a clearly defined strategy and lacked representation, connectivity, and breadth of the brand.
There was an oversaturation of motorsports content & performance vehicles, as they consistently delivered the strongest performance. Subaru’s social content lacked core/adventure product mix, Love Promise initiatives, and outdoor brand partner amplification
User-Generated Content (UGC) is a top performer, but there was a lack of diversity in ethnicity, stories, activities, location, etc.
The Approach: I rewrote Subaru’s social strategy based off the insight that: owners love their Subaru because it enables them to go on adventures with confidence.
Strategic + Creative Solutions:
Sourced UGC of core models and real member stories (adventure and safety)
Launched TikTok and captured off roading video content
Created engaging, robust content plans for Love Promise initiatives to build equity in our mission “More Than A Car Company”
Amplify outdoor brand partnerships and share collab posts to reach larger adventure audiences
Launch outdoor influencers and co-create social-first content
The Result: I raised the bar for adventure and lifestyle content, exceeding motorsports engagement rate and becoming the top performer 🚀
Average engagement rate increased by 2% to 4.9% YoY
Total impressions increased 24% to 118MM and engagements +54% to 4MM YoY