Subaru: Dogged brand integrations boost results

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.

Subaru's dogged brand integrations boost results

Geoffrey PrecourtWarc

Even as the hardest working researchers struggle to come up with a metric that determines efficacy across media, Subaru of America has a marker that clearly demonstrates the nature of its success:

Dogs.

"More than half our owners – a crazy stat – also own a dog," Brian Cavallucci, national advertising manager for Subaru of America, told the Association of National Advertisers' (ANA) 2015 Media Leadership conference in Hollywood, Florida. And because Subaru drivers are 1.3 times more likely to have a pet than customers of competing marques, dogs are an...

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