A comprehensive digital strategy for Subaru Inc. focused on the Weekend Wonderers Big Idea.

1. W E E K E N D W O N D E R E R S
S U B A R U D I G I T A L B R A N D S T R A T E G Y

2. T A R G E T M A R K E T
• Active, outdoorsy, “experience
seekers”
• Forester, Crosstrek, Crosstrek
Hybrid, and Outback Subaru
models
• Behavioral demographics:
• Travel frequently
• Spend weekends camping,
hiking or doing other outdoor
activities.
• Concerned with a functional,
high quality vehicle that can
handle a variety of terrains
• They hold high value standards,
are environmentally and socially
conscious.
• Age 25 – 55 years
• Median household income >
$60,000.

3. B I G I D E A
WEEKEND WONDERERS
• Message: Portray Subaru owners as “Weekend Wonderers”,
encouraging they get outside and take a mini-road trip as
frequently as possible
• Primary feature: Weekend Wonderer App
• Recognize users location, & deliver a different weekend road
trip idea every week, with info on the travel locations, maps and
suggestions for stay and sites to see.
• Complemented by a comprehensive digital strategy
• Goals
• Increase vehicle usage to accelerate re-purchase
• Influence positive perception and evaluation of Subaru
vehicle’s
• Increase brand awareness and value perceptions through
word of mouth and “fear of missing out”

4. I N T E R N E T M A R K E T I N G
• Organic and paid search investment
• Integrate keywords into content creation
• Targeted ad groups
• Google AdWords
• Targeted banner & display ads
• Pre-roll & embedded video advertisements

5. Video Concept
Display Concept
A younger couple are both at their respective work places on a Friday when they get a
notification from the Subaru app about a cool weekend trip to take. They both text each
other at the same time -“wonder weekend?”, then again with a smiley face emoji. The spot
then shows the couple leaving work, getting into their Subaru and using the app to
navigate their weekend adventure on a scenic road trip. The spot would end with a tag
about “being a weekend wonderer” and a call to action about downloading the app.

6. W E B & M O B I L E
Web
• Updated site to accommodate campaign
• Updated home page slider to include display ads
• Added tab “weekend wanderers” info and app
download link
Mobile
• SEO, digital marketing and web strategies are
optimized and implemented for mobile engagement.
• The app works seamlessly on all smart phone and
tablet devices
• App is integrated with mobile mapping platforms and
easily connects with Subaru mobile website
• App must be on-brand and helps effectively create
brand resonance for Subaru
• App must be user friendly, visually aesthetic and
chocked full of engaging content

7. S O C I A L M E D I A
• Consistent messaging and branding across platforms
• Facebook photo contests: Share photos and stories of
places people went using the app in order to win a free
vacation from Subaru
• #SubaruWeekendWonderer
• Share photos & stories posted to
Instagram
• Snapchat takeovers by popular
outdoor bloggers, photographers & social media stars
• Drive online word of mouth

8. I N B O U N D
• Blog
• Commission bloggers to take a trip using the app and write
about it, including features about why taking a Subaru
improved the trip
• E-Mail
• Communicate with opted-in consumers
• Catchy & creative messages
• Communication is about the app, why and how to download
• Delivering video content, blog posts, and press releases

9. K . P . I . ’ S , O B J E C T I V E S , E V A L U A T I O N
• Objectives
• Engage current and potential customers
• Increase product usage
• Increase repeat purchase
• Improve brand perceptions and awareness
• K.P.I’s
• App downloads
• Website visits under the Weekend Wonderer specific tab
• Conversion rates between app downloads and dealer interactions,
• Click through rates on digital advertising
• Google Analytics
• Facebook Analytics: likes, shares, comments
• POP Dealer surveys
• Evaluation
• 1 year campaign —> evaluate KPIs vs. objectives & subjective goals
• Add value and resonate deeper with consumers, and create positive
experiences they will connect with the brand Subaru, creating a
lasting impression on identity and relationship

10. B U D G E T
• Google Ad Words: $50 per day x 365: $18,250
• App production: $100,000
• Digital Ad Spend: $50,000
• Video production: $10,000
• Blog: $300 per month x 12: $3,600
• Snapchat Takeovers: $100 per week x 52: $5,200
• Facebook photo contest: $2,000
• Social Media Promoted Posts: $5000
• Total: $194,050