The biggest challenge we faced during the launch of the Subaru Impreza was that the brand is well known for its lineup of SUVs but lacks awareness in its sedans - especially in the entry level position that the Impreza occupies. The campaign included all media touchpoints with the biggest investments in TV and digital. Our digital strategy was to leverage real owners to tell prospects what they love about Subaru. We did this through "Average Joes" and influencers in social channels in a new platform called Meet An Owner.