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SUBARUdromio

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This is Socialab's presentation at the Social Media Conference on 30 March 2015 at Athens, Greece.

Published in: Marketing
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SUBARUdromio

  1. 1. #SUBARUdromio George Anagnostopoulos, Socialab
  2. 2. MC 2 XP 2 MC
  3. 3. Today’s presentation: 1. Who’s Subaru’s real audience? 2. Subaru has lovers, not drivers 3. How we formulated our strategy 4. What kind of results did we bring?
  4. 4. Subaru is not for everyone
  5. 5. Subaru is not for everyone http://video214.com/play/Ydhok06uA3nnDFGlHhvJ1Q/s/dark
  6. 6. The more you miss this the more of Subaru there’s in you
  7. 7. Because of this... So, Subaru has lovers. What do lovers do? They send <3 messages! And they do it without incentive!
  8. 8. Because of this... So, Subaru has lovers. What do lovers do? They send <3 messages! And they do it without incentive!
  9. 9. Facts Sales +168% (2013 v 2014) No Advertising (unlike the competition) Lovers, not just drivers
  10. 10. Strategy Avoid the ad clutter Target only relevant audience Subaru Lovers Influencers Press We had some fun ourselves :)
  11. 11. Arachova, 3 months SUBARUdromio
  12. 12. What was SUBARUdromio like? http://video214.com/play/gO2gOFxDrx1OAxnS0QkcIA/s/dark
  13. 13. Favorite moment of the experience
  14. 14. Souvenir, just after the snow melted...
  15. 15. Feel free to try this at home! :p There was UGC and then there was this https://www.youtube.com/watch?v=nDLaLjtIHeU
  16. 16. Results 9,534 mentions ~840 test drives ~280 “call me” requests 7 kinds of media 2,538 different users
  17. 17. Last step Market to a big room full of over-worked executives looking to escape.
  18. 18. Thank you! Don’t forget the ALBA booth Feel free to contact me: george@socialab.gr

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