Dive Brief:
- Subaru of America is rolling out a new campaign based around its Share the Love charitable-giving program, now about to enter its ninth year, according to a company press release. A key element is a series of national TV spots featuring real people who have benefited from the program, with each performing the signature song “Put a Little Love in Your Heart.”
- A version of the song will be available for streaming on Pandora and Spotify, and for download via iTunes and Google Play. The Subaru profits from each download will be donated to four charities.
- Today, Subaru will also sponsor a Snapchat lens that triggers the song based on Snapchat users’ facial expressions and movements.
Dive Insight:
Overall, Subaru is taking a more traditional linear TV-heavy approach to the campaign with 30- and 60-second spots than recent digital-first holiday efforts from Macy's and Febreze. However, Subaru is kicking off its campaign a digital splash.
Snapchat lenses are a popular way for brands to engage with the platform's young audience. Subaru's approach is interesting in its prominent use of music, with the song "Put a Little Love in Your Heart" featuring prominently throughout the campaign. The strategy reflects how marketers are gravitating toward music to deepen digital engagements.
Holiday marketing in 2016 continues to lean toward the sentimental and heartwarming, a not uncommon tactic but one that's proving effective as a boon following a particularly sour election season. Subaru's "Share the Love" effort joins Macy’s Believe campaign, featuring The Santa Project, and more fun spots like the Febreze #12Stinks of Christmas promotion.
