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Brand of the Week: Subaru

September 29 2017 by Jordan Kramer
Searching for adventure gear on Amazon recently? Chances are you may have stumbled across a new Subaru creative promoting the 2018 Crosstrek. The auto-manufacturer is making a huge push for the model as the brand enters the crowded SUV crossover market.
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Display advertising represents the largest portion of Subaru’s digital ad spend, accounting for 73 percent. Here’s a look at how the brand is utilizing display advertising in the new Crosstrek campaign. 

Love is Out There

Love is what makes a Subaru, a Subaru. Building upon Subaru’s “Love” campaign that the brand has used in promoting other models, the Crosstrek saw re-freshed creatives with similar messaging beginning in late June.
The top creative for Subaru over the last thirty days is 300x250 HTML5 creative showing a bright orange Crosstrek with a changing background featuring different landscapes. The messaging in the creative begins with, “Sometimes, what’s in the inside counts, too” before ending with “Love is out there. Find it in the all-new 2018 Subaru Crosstrek.”
As the background images flashes from the seaside, to the forest, to the desert, the concept demonstrates that no matter where the adventure takes you, your Subaru will help you find it.

You May Also Love…

Since love is out there, chances are the consumer may be searching for it, too. The brand, looking to become even more sophisticated in their digital advertising efforts, has turned to Amazon to run a highly targeted campaign. Based on consumer searches for outdoor gear, creatives for the Crosstrek begin appearing with other items one might be interested in.
Looking for camping equipment? Chances are you may also need a camping stove. A slew of creatives launched in early September across Amazon feature the messaging, “Based on your search, You may also love.” An image of a related product alongside the new Crosstrek stands out atop the white background of the clean creatives directing you to this landing page. From ropes with carabiners, to LE headlamps, to hiking boots, to trekking poles - it’s clear that Subaru has found a niche in the outdoor adventure market.


Find it in a Subaru Crosstrek

The campaign continues with the brand’s video creatives, all focusing on the central theme of love with a side of adventure. This adorable and humorous creative ends with the note that “Love is out there. Find it in a Subaru Crosstrek.” Mixing in a nod to dog lovers, a strategy that works well for the brand, the main character in the ad finds himself seeking the approval of his love interest’s dog. The video campaign  was launched this week on sites like CWTV to target Fall television premieres.

See Subaru's Full Display Advertising Strategy [Free Report] 

The brand is expected to continue to hike up ad spend through Q1, which has historically been a big advertising period for Subaru. To see exactly how Subaru has been spending their display budget over the last thirty days, including top sites and programmatic data, download the latest Brand of the Week report.

Download Subaru's Ad Strategy

About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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