Best Influencer Marketing Campaign
PRovoke Sabre Awards – 2020
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.
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.
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.
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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