By Mia Bevacqua
Nearly everyone loves dogs and other companion animals. And Subaru is cashing in on that emotion – while also helping our furry friends – by hosting pet adoptions at over 40 auto shows across the country.
Later this month, the automaker will also hold its first-ever Make A Dog’s Day. Both events are part of the ‘Subaru Loves Pets Initiative’ that works with shelters to find homes for animals. The program works well as part of the brand’s overall marketing campaign geared toward dog owners.
Like You, Subaru Loves Pets
The Subaru Loves Pets Initiative was first introduced in 2015. Since then, over 144,000 animals have been impacted by the program, according to Subaru. Hosting pet adoption events at auto shows is one part of the initiative. The adoptions were extremely popular last year and are expected to be equally successful this time around.
“At Subaru, we look forward to opportunities that help our furry friends in need and we want to return the unconditional love they show us each day,” said Alan Bethke, Senior Vice President of Marketing, Subaru of America, Inc. “We saw great success with our pet adoption events last year, so we wanted to not only sustain, but build upon, that momentum to help even more pets unite with a loving lifetime companion.”
Also, on October 22nd, Subaru will host its first-ever Make a Dog’s Day. To celebrate the occasion, the automaker will have special events for dog lovers. There will also be an increase in efforts to help shelter dogs with special needs. The event will take place at both the corporate and dealership levels.
Why Subaru’s Strategy Makes Sense
Helping those in need – regardless of whether they’re human or canine – is a great way to give back while also creating a bond with customers. Subaru has long catered to dog owners through marketing campaigns and outreach. The strategy makes perfect sense since many of the brand’s loyal clientele have furry friends.
“We’ve looked at this a couple of times, and I think the latest number was that more than 60 percent of Subaru owners have a dog,” Brian Cavallucci, national advertising manager for Subaru of America, told Forbes earlier this year.
By comparison, only 38% of the general population owned a dog in 2018, according to the American Veterinary Medical Association.
Ramping up animal welfare efforts is an excellent way for Subaru to reach its core customers. And the pets who find “forever homes” through the process benefit as well. It’s a win-win approach.