Subaru of America: Everyone loves an underdog

Subaru, a car manufacturer, established #MakeADogsDay in the United States to rally dog lovers around Subaru during its quietest month.

Campaign details

Brand: SubaruBrand owner: Toyota Motor CorporationEntrant company: Carmichael Lynch, MinneapolisMarket: USASector: SUVs, 4x4sMedia channels: Content marketing, Online display, Outdoor, out-of-home, Public relations, Search marketing, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 10 - 20 million

Executive summary

With no major launches for 9½ months, Subaru needed a way to stay top of mind for consumers and sell cars.

Data revealed that beyond award-winning vehicles, Subaru best engages consumers through dogs. So we established National #MakeADogsDay to rally dog lovers around Subaru during...

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