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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Subway

Subway's billion dollar franchise turned to The Cirqle to get from zero to 6 mln monthly delivered impressions.

Subway introduced two All-New Signature Wraps with double meat to their lineup. Influencers could choose their New Sesame-Ginger Glazed Chicken Signature Wrap or their New Sweet N’ Smoky Steak & Guac Signature Wrap and produce photo and video content for the world's largest franchiser.

5,6 mln

Impressions

263k

Engagement

42

Influencers
Client
Subway
Location
Milford, Connecticut, United States
Industry
Quick Service Restaurants
Yearly revenue
10,4 bln
Social networks activated for this campaign

Background

Influencers were asked to produce a series of content on their Instagram accounts highlighting the two Signature Wraps that Subway introduced. The photos and videos may be shot portrait or landscape, but should always include the Subway branding.

Strategy

Together with Subway, we found the perfect influencers to embody the brand's spirit and create awareness for Subway's campaign through beautiful, on-brand content. We not only maximized impressions and built a database of imagery, but also generated a solid engagement rate and CPM. We managed to significantly Increase awareness for the two new Signature Wraps by inviting 41 US creators to post engaging content introducing one of the new wraps to their audience. What worked extremely well was the large amount of influencers that subsequently produced over 100+ pieces of content in a matter of one single week. The targeted distribution of the talent, which matched with key Subway locations, enabled us to drive the campaign home with a bang.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

“The only (influencer) marketing platform that can truly run global campaigns and has all the right experience and technology to do so.”

Meaghan Morelli, Director of Social & Digital Content
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42
Influencers
5,625,661
Impressions
4,200,110
Reach
262,760
Engagement
455,000
Return on Investment

Besides a database of images featuring Subway product and influencers' experiences with the brand, they also delivered verified impressions and engagement on their blogs, Instagrams, Twitters, and Facebook. The overall results? Impressions that created awareness, social engagement that spread the word, and beautiful imagery and copy for the brand’s use on web, newsletters, and social featuring the new Sesame-Giner Glazed Chicken Signature Wrap & Sweet N' Smoky Steak & Guac Signature.

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