The Subaru Crosstrek Amazon Infiltration
In 2017, to launch the Subaru Crosstrek — youngest, most adventurous model in its lineup — we saw an opportunity to customize communication to Amazon’s most adventurous consumers, who exhibited passions aligned with the DNA of our Youthful Explorer target. We worked with Amazon to create the first-ever infiltration of its “similar product” recommendations. During our launch, shoppers who searched for adventurous products were served what appeared to be a real Amazon “You May Also Love” suggestion that paired the Crosstrek with everything from bear spray to flare guns. Interested drivers could then actually click and shop for a Crosstrek right there on Amazon, ultimately driving them to locate a Subaru dealer.
Subaru
Crosstrek Amazon Infiltration
The campaign delivered a 25% lift in brand preference and created more than 15,000 lower-funnel actions pointing to purchase intent. Our partnership contributed to record Crosstrek sales during the launch and uncovered valuable target insights related to purchase behavior for future campaigns. Most importantly, the first-to-market campaign put Subaru at the forefront of redefining the auto-shopping experience, with an execution that combined the strengths of both brands in the most authentic way possible.
