Love me. Love my dog.
Subaru recently unveiled a new series of TV spots called " Dog Tested ." The premise is this: dogs at the wheel of a Subaru Forester. The campaign follows two dogs on their driving adventures -- picking up a yippy pal at the airport, trying (and failing) to parallel park, losing a parking space to a cat in a sedan (you know how it is).
Depending on how you feel about dogs, you'll either find this campaign ridiculous or brilliant. I fall firmly in the Dog-Loving Camp, and I think it's brilliant -- but not just because I love dogs. This is not a stunt or a gimmick on Subaru's part. It's smart branding.
In looking at their market data, Subaru discovered that about 50% of their buyers are also pet owners. Last year, they ran a sales campaign that gave customers the option to donate $250 of their purchase to one of five charities. It turns out a large number of those donations went to the ASPCA (the American Society for the Prevention of Cruelty to Animals).
So, the lesson is this:
Get to know your audience.
We tend to make a lot assumptions about our audience without talking to them -- or better yet, listening to them. Our default setting is to think about our product, our organization, our selling points, instead of thinking about what makes an audience tick. Isn't is annoying when someone is "me, me, me" all the time? Yes, it is. The best brands know their audience well and let them guide the message.
Look for the audience insight.
Subaru looked beyond basic demographics to learn more about their audience. That's when they discovered a dog-loving crowd. Sometimes the insight will surprise you. Be open to what you'll discover about your audience, and don't overlook a surprising trend in your audience -- it could be the connection point you've been searching for.
Love what your audience loves.
Here's what the Subaru spots says to their target audience: "We know you. We get you. You love dogs. So do we." A brand is a relationship, and like any relationship, it's part emotion. So, maybe Subaru isn't touting the Forester's super-charged GPS system or roomy cargo space in these spots, but they are cultivating a connection with prospective buyers, and they're giving current owners one more reason to love their Subaru.
Comments
I have been considering getting a Subaru for over a year, these ads just sold me. I was interested in the Honda Element because they too market to dog lovers, but Subaru took it the extra step. Nothing is funnier than a dog parallel parking a car. Honda Element just focused on all the features for dogs, but not the true heart of a dog lover, which is seeing them do hilarious human things!
Awesome post, Anna. I had seen these commercials and wondered about the research behind it!
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