Overview:
As part of the ongoing Subaru Loves the Earth initiative, a multi-faceted program to protect and conserve the Earth for future generations, Subaru of America forged a new partnership with the Arbor Day Foundation to address the annual loss of 36 million trees across the U.S. due to age, disease, infestation, and extreme weather. Through this collaboration, Subaru and its retailers provided and distributed 100,000 trees to communities nationwide, supporting local environmental efforts and inspiring collective action for a greener future.
Going beyond making a donation, Subaru and its retailers made their environmental commitment visible, actionable and inspiring through multiple touchpoints, including strategic partnerships with social influencers who supported the ongoing initiative. Authentic content was created to bring the story to life, tapping creators who emotionally connected with eco-conscious audiences, showcasing the impact of the tree distribution program, and inspiring real-world participation in community environmental efforts.
Goals:
Knowing that today's consumers are wary of greenwashing, a cast of three mission-aligned creators were curated including @farmernick (gardener/environmentalist), @chinesediscobaby (eco-focused advocate) and @thepeetes (family/lifestyle creators with national appeal). Content was designed to showcase real-world action, not just ideals, highlighting creators who visited local Subaru retailers to learn about the tree-distribution program. This visual story showcased the commitment to doing, not just saying.
To deepen reach and optimize platform performance, each creator produced content on Instagram Reels, Stories, TikTok and YouTube, paired with a two-week cross-platform paid amplification strategy. Content was organic, emotional and highly visual, which maximized engagement during Earth Month and aligned seamlessly with the Love Promise vision of Subaru to show love and respect to all people at every interaction with Subaru.
