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Case Study: Subaru Australia achieves increased leads and brand lift with Facebook's always-on video and lead ads
A Facebook Case Study
Selling cars with always-on Facebook video ads and lead ads
Subaru Australia, a long-standing innovator in automotive safety and engineering, wanted to become the brand of choice for today’s connected customers by boosting awareness and generating more retail leads. The challenge was to showcase its feature-rich vehicles to the right audiences and convert interest into test-drive sign-ups and sales leads.
Subaru adopted an always-on, full-funnel Facebook strategy using Audience Insights and in-market signals to map vehicles to customer life stages, then used video ads for reach, retargeting for consideration and mobile lead ads to make test-drive sign-ups seamless. Over Jan–Jun 2017 this approach delivered strong results: 12% of all leads came via Facebook lead ads, with a 5.5‑point lift in familiarity, a 6.7‑point lift in favourability and a 3.7‑point lift in consideration versus key competitors.
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Subaru Australia
Tess Kelly
Digital Marketing Manager