I was a Brand Strategist for Subaru of America from 2009-2014. As a WRX and Forester owner, I had a huge amount of passion for the category and consumer lifestyle while working at their Agency of Record.
My roles included conducting and analyzing consumer data through primary and syndicated research, creating model specific target audiences, writing creative briefs and nurturing creative concepts.
Subaru was the only automotive brand to see positive growth in sales through the recession, carving out market share at a time when competitors were sinking.
Subaru had a great product, but our research clearly showed that brand "Love", outdoor adventure and dogs were highly resonant areas to market.
I've included some of my favorite examples of the TV spots that were produced during the time I worked on the brand.