Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Subway

Subway Drove Nearly 6M Impressions for a Product Launch in 4 Weeks

“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, Subway

116

Pieces of Content

42

Influencers

4

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

Background

Subway partnered with The Cirqle to introduce two all-new Signature Wraps with double meat to their lineup – Sesame-Ginger Glazed Chicken Signature Wrap and Sweet N’ Smoky Steak & Guac Signature Wrap. Our goal was to drive awareness for the wraps in Subway’s key markets via influencer partnerships.

Strategy

We partnered with 42 influencers within Subway’s key markets to develop over 100 pieces of content driving awareness for and championing the two new wraps at Subway in a matter of one single week.

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
4.67%
Engagements
455,000
ROI

With over 100 pieces of content showcasing the new Sesame-Ginger Glazed Chicken Signature Wrap and Sweet N’ Smoky Steak & Guac Signature Wrap only available at Subway, we drove awareness to nearly 6M Subway consumers. A 4.67% engagement rate across a diverse set of platforms –Instagram, Twitter, Facebook and blogs – suggests that our targeted distribution of the talent, which aligned with Subway’s key markets, drove hyper targeted relevance.

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