How an Ad Campaign Made Lesbians Fall in Love with Subaru? In the mid-1990s, Subaru was facing a significant decline in sales. The small automaker, known for its dependable but plain cars, had taken a gamble by introducing its first luxury car with a trendy advertising agency’s help. However, the new approach fell flat. One ad, ironically highlighting the car’s top speed of 140 MPH amidst urban gridlock and high gas prices, failed to resonate with consumers. Subaru of America had to pivot quickly. Instead of competing directly with automotive giants like Ford and Toyota, the company decided to return to its roots by focusing on niche markets. This strategic shift led Subaru to discover an unexpected and loyal customer base: lesbians. This blog explores how Subaru’s marketing strategy evolved and the impact it had on the LGBTQ community.
Subaru’s Niche Marketing Strategy
The Shift to Niche Marketing
After the failure of their luxury car campaign, Subaru executives decided to shift their focus back to niche marketing, a strategy that had previously worked well for them. They aimed to market their cars to specific groups who appreciated the unique qualities of Subaru vehicles, such as their all-wheel-drive capability. This approach led them to target outdoorsy types, teachers, healthcare professionals, and IT professionals. However, their research uncovered a fifth niche group that surprised them: lesbians.
Discovering a Loyal Customer Base
Subaru found that lesbians were four times more likely than the average consumer to buy a Subaru. They appreciated the cars’ dependability, size, and even the name “Subaru.” These discoveries led Subaru to consider marketing directly to lesbian customers, a bold move considering the social climate of the mid-1990s. At the time, few celebrities were openly out, and LGBTQ rights were not widely supported. Despite these challenges, Subaru decided to take the plunge and create advertisements aimed at lesbian customers.
The Bold Decision to Market to Lesbians
Navigating the Social Climate
Marketing directly to lesbian customers in the mid-1990s was a risky move. The social climate was not favorable towards LGBTQ rights. The Clinton administration had just enacted the “Don’t Ask, Don’t Tell” policy, and the Defense of Marriage Act was on the horizon. Additionally, mainstream media had yet to fully embrace LGBTQ characters and stories. Despite these obstacles, Subaru saw an opportunity to connect with a loyal and underserved customer base.
Creating the Campaign
Subaru partnered with the ad agency Mulryan/Nash, known for its expertise in the gay market, to develop their campaign. The creative team faced a unique challenge: how to create ads that resonated with lesbian customers without alienating other consumers. The solution was a series of ads featuring subtle references and double entendres that only the target audience would fully understand. For example, license plates in the ads read “Xena LVR” (a nod to the TV show Xena: Warrior Princess) and “P-TOWN” (a reference to Provincetown, a popular LGBTQ vacation spot). Taglines like “Get Out. And Stay Out” played on the dual meaning of exploring the outdoors and coming out as gay.
The Impact of the Campaign
Resonance with the LGBTQ Community
The campaign was a hit with lesbian customers. The subtle coding in the ads was appreciated and understood by the target audience, while other consumers often missed the references entirely. This approach allowed Subaru to market to lesbians without drawing negative attention from those who might oppose LGBTQ-friendly advertising. The company’s support extended beyond advertising, with sponsorships of gay pride events and partnerships with LGBTQ organizations.
Overcoming Internal and External Challenges
Internally, not everyone at Subaru was on board with the campaign. There were concerns about potential backlash and the impact on the company’s image. However, the marketing team persisted, bolstered by the support of straight allies within the company. Externally, Subaru did receive some negative feedback, but it turned out that the most vocal critics had never been customers in the first place. The company learned that the perceived risk of marketing to LGBTQ customers was not as great as they had feared.
The Legacy of Subaru’s LGBTQ Marketing
Long-Term Success
Subaru’s decision to market to lesbian customers paid off. The company saw a turnaround in sales, and its association with the LGBTQ community became a significant part of its brand identity. Gay and lesbian customers consistently rated Subaru as one of their favorite brands, and the company’s market share grew steadily. By the early 2000s, Subaru was one of the fastest-growing car brands in the United States, second only to Tesla in growth.
Influence on Other Brands
Subaru’s success did not go unnoticed. The company’s pioneering efforts in LGBTQ marketing paved the way for other brands to follow suit. Companies began to recognize the economic potential of the LGBTQ market and started creating their own inclusive advertising campaigns. Subaru’s approach demonstrated that businesses could support LGBTQ rights and still achieve commercial success.
Best Practices for LGBTQ Marketing
Authentic Representation
How an Ad Campaign Made Lesbians Fall in Love with Subaru? One of the key lessons from Subaru’s campaign is the importance of authentic representation. Rather than resorting to stereotypes or tokenism, Subaru created ads that genuinely resonated with lesbian customers. This authenticity helped build trust and loyalty among the target audience.
Year-Round Commitment
Another critical factor in Subaru’s success was their year-round commitment to the LGBTQ community. The company’s support extended beyond Pride Month and included sponsorships, partnerships, and internal policies that supported LGBTQ employees. This consistent support reinforced Subaru’s commitment to the community and helped build lasting relationships with LGBTQ customers.
Collaboration with LGBTQ Organizations
Partnering with LGBTQ organizations was another effective strategy for Subaru. These partnerships helped the company connect with the community and demonstrate their support for LGBTQ causes. By working with organizations like the Rainbow Card, Subaru was able to contribute to HIV/AIDS research and other important initiatives.
Measuring and Improving
Subaru’s campaign also highlighted the importance of measuring and improving marketing efforts. The company tracked the effectiveness of their niche marketing by partnering with various organizations and offering discounts on Subaru cars. This data-driven approach allowed Subaru to refine their strategies and optimize future campaigns.
Conclusion – How an Ad Campaign Made Lesbians Fall in Love with Subaru?
How an Ad Campaign Made Lesbians Fall in Love with Subaru? Subaru’s decision to market to lesbian customers in the mid-1990s was a bold and groundbreaking move. The campaign not only helped turn around the company’s declining sales but also established Subaru as a leader in LGBTQ marketing. By authentically representing their target audience, maintaining a year-round commitment to LGBTQ inclusion, and collaborating with LGBTQ organizations, Subaru created a successful and impactful marketing strategy.
The legacy of Subaru’s campaign continues to influence other brands, demonstrating that supporting LGBTQ rights and achieving commercial success are not mutually exclusive. At Gay Thrive LGBTQ+ Marketing Agency, we are dedicated to helping brands create effective and inclusive marketing strategies that resonate with the LGBTQ community. By following the best practices outlined in this blog, your brand can create meaningful and successful campaigns that support and celebrate LGBTQ customers.
For more insights and to learn how Gay Thrive LGBTQ+ Marketing Agency can help your brand succeed in LGBTQ marketing, visit our website at Gay Thrive.