Subaru needed younger buyers. Younger buyers don’t trust advertising. Younger buyers do trust word-of-mouth. So we launched MeetAnOwner.com to connect people directly with Subaru owners. And then got out of the way.
To promote the site, we ran an extensive online campaign with videos and banners that featured real content from real owners. We even took over popular endemic shopping sites and made it possible for shoppers to talk directly to real owners, live. To top it off, we also enlisted the help of a few real celebrity owners to help spread the word.
By the end of the campaign, Meet An Owner generated over 92 million new introductions to the brand, created a 514% lift in preference to recommendations and provided an authentic, online, content-based shopping tool. And several national awards to boot.