Overview:
Subaru of America has long been recognized as more than just an automaker; it’s a brand with a heart, dedicated to making the world a better place for people, communities and pets. With more than 60% of Subaru owners being dog lovers, the brand has long sought to authentically engage its audience by championing pet adoption and celebrating the resilient spirit of shelter pups. This campaign sought to bolster the National Make A Dog’s Day (#MakeADogsDay) initiative — a long-standing passion of Subaru and its dealers — by leveraging influencers, who created heartfelt, high-impact content that resonated across platforms. Through strategic partnerships with Underdog influencers (real shelter dogs with special needs) and a marquee collaboration with animal advocate Kaley Cuoco, Subaru sparked nationwide awareness and engagement. The campaign exceeded expectations, driving over 8.3 million views and half a million engagements, proving the power of purpose-driven influencer marketing.
Goals:
Subaru has a large and loyal following, largely due to its alignment with the values of its customer base, including a passion for pets. Recognizing that influencer content has the power to drive cultural conversations, this project set out to emphasize that National Make A Dog’s Day is more than just a campaign — it’s a long-established movement and a passion point for the Subaru brand.
To maximize impact, a roster of nine diverse, pet-focused creators was curated, spanning Instagram and TikTok and with followings ranging from 87K to 8M. These creators, including @thehuskymoon and @jennelle.eliana, were selected based on their authentic connection to pet adoption, creative storytelling skills and ability to engage the key audience of Subaru.
The campaign culminated in a high-profile collaboration with actress and animal rights advocate Kaley Cuoco, who brought widespread visibility to the cause. Her heartfelt video, showcasing a day of pampering her own rescue dogs, secured an exclusive feature in People, further elevating campaign awareness.
The creative approach focused on visually compelling video storytelling, tapping into TikTok’s vibrant, fast-paced aesthetic and Instagram’s aspirational yet relatable content. By celebrating Underdogs in a way that was both heartwarming and shareable, the campaign successfully struck an emotional chord with audiences, fostering admiration for this long-standing mission of Subaru and its dealers.
The campaign’s philanthropic heart and compelling content delivered outstanding performance across all key metrics:
By aligning brand purpose with influencer authenticity, Subaru not only inspired action but also deepened its emotional connection with pet-loving consumers. The campaign successfully showcased the brand values of Subaru while championing an important cause, setting a benchmark for how influencer marketing can drive both business impact and social good.
