The above video interview is from the Effie Awards judging event in NYC.
As with many other major brands, Subaru is shifting from broadcast and print to the digital and social spaces. At Subaru, this is being driven from the top, according to Brian Johnson, the company’s National Advertising Manager.
Subaru is creating a stronger presence on Facebook and Twitter, as well as shifting from online banners to more content-oriented digital assets. In the past, production may have been complex and expensive. Now, content for channels such as YouTube may be created more on-the-fly, be a bit grittier and contain more humor.
Seeding information to blogs has shown to be effective for enthusiast products. Other shifts by the brand include moving away from sales events based on dealers “yelling and selling” and seeking more natural product integration on programming that fits Subaru’s demographics.