During the course of the #MakeADogsDay campaign, Subaru’s videos were viewed more than 10 million times. There were more than 14,000 mentions of Subaru USA, and 23 times the normal number of brand mentions on the big day itself, with a positive sentiment rating of 100 percent. This exceeded all other benchmarks for Nielsen Brand Effect in comparison to similar campaigns on Twitter.4
The #MakeADogsDay campaign reinforced the brand’s ethos as a company with strong values, a key differentiator for people when choosing a brand.1 The lesson for marketers: Using Twitter to align with a worthy cause is not only good for society, it can also benefit your brand.
1. YouGov, comparing Twitter members against non-Twitter members; Maru, Twitter insiders, July 2018, n=477
2. MAGNA & Twitter: “The Impact of Culture,” US, 2019
3. Bain & Company, 2019 Launch Marketer Survey, US, n=650
4. Average performance of similar executions on Twitter, based on internal reporting