Chabad's main message, in all its literature and sermons and such, is that it is a wonderful and precious thing to follow mitzvos. Of course, they don't pressure people to adopt all the mitzvos. But many people do, and become Orthodox, through Chabad.
Woman moderately wounded by firebomb thrown at her car in north J'lem (Haaretz)
from the article: Chabad's dangerous message of love without commitment