Subaru
To launch the Impreza, Subaru worked with about 20 Instagram creators — photographers, artists and athletes — rather than buying a single celebrity endorsement, framing the car through the activities its owners actually do.
- Creators
- ~20
- Sponsored posts
- 58
- Total likes
- ~1.9M
- YouTube views
- ~2.5M
What happened
The campaign matched the product’s positioning. Subaru sells to people who drive somewhere to do something, so creators whose work is the doing — climbing, filming, exploring — carried more credibility than a famous face in a studio.
The best-documented slice is Devin Graham’s: three YouTube videos and 13 sponsored Instagram posts, drawing roughly 1.2 million views and 160,000 likes. Across the full roster, reported totals were about 1.9 million likes on 58 sponsored posts and around 2.5 million YouTube views.
These figures come from campaign case-study write-ups rather than from Subaru directly, so treat them as reported rather than audited.
Campaign details
- Campaign
- #MeetAnOwner
- Launched
- 2016
- Sector
- Automotive
- Platforms
- Instagram and YouTube
Creators involved
- Devin Graham (Devin Supertramp)
What to take from it
Spreading budget across many mid-sized creators buys more contexts than one celebrity buys, and context is what makes a product feel usable.