The document summarizes a presentation about Subaru's marketing strategy. It discusses that Subaru targets "lovers, not drivers" as its real audience. The strategy avoided traditional advertising and instead targeted influencers and relevant audiences on social media. As a result, Subaru saw a 168% increase in sales from 2013 to 2014 with no advertising, and the campaign generated thousands of social media mentions, test drives, and sales inquiries.

1. #SUBARUdromio
George Anagnostopoulos, Socialab

2. MC 2 XP 2 MC

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. Subaru is not for everyone

5. Subaru is not for everyone
http://video214.com/play/Ydhok06uA3nnDFGlHhvJ1Q/s/dark

6. The more you miss this
the more of Subaru there’s in you

7. Because of this...
So, Subaru has lovers.
What do lovers do?
They send <3 messages!
And they do it without incentive!

8. Because of this...
So, Subaru has lovers.
What do lovers do?
They send <3 messages!
And they do it without incentive!

16. Facts
Sales +168% (2013 v 2014)
No Advertising (unlike the competition)
Lovers, not just drivers

17. Strategy
Avoid the ad clutter
Target only relevant audience
Subaru Lovers
Influencers
Press
We had some fun ourselves :)

18. Arachova, 3 months
SUBARUdromio

19. What was SUBARUdromio like?
http://video214.com/play/gO2gOFxDrx1OAxnS0QkcIA/s/dark

20. Favorite moment of the experience

21. Souvenir, just after the snow melted...

23. Feel free to try this at home! :p
There was UGC and then there was this
https://www.youtube.com/watch?v=nDLaLjtIHeU

24. Results
9,534 mentions
~840 test drives
~280 “call me” requests
7 kinds of media
2,538 different users

25. Last step
Market to a big room full of
over-worked executives
looking to escape.

26. Thank you!
Don’t forget the ALBA booth
Feel free to contact me: george@socialab.gr