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Increase in overall foot traffic

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Increase in perception due to Twitch Partnership

Challenge

Subway partnered with Twitch streamers to promote various “SUBtember” promotions and raise brand awareness. Gamers are part of a passionate community who fully engage, participate and support influencers digitally and financially. Gaming is the perfect companion to snacking, giving gamers time and energy to put their attention toward the games and streamers who entertain them. Brands are flocking to this space, so Subway asked our teams to find a way to break through when competitors had already accessed and flooded the gaming ecosystem.

Solution

We partnered with Dr. Lupo, a leading gaming influencer with two sponsored streams. The first stream was promoted on a highly viewable homepage placement on Twitch and amplified on Twitter, significantly increasing the viewers that joined while naturally promoting Subway and the product. To support less well-known streamers and help fuel their subscriptions, Subway dropped “Sub Bombs" to give free subscriptions to viewers. Paid ads promoted Subway as we leveraged high visibility attention grabbing moments including home page and video takeovers.

Results

The campaign was an overwhelming success that increased brand recognition and loyalty. As measured by Kantar Milward Brown, Subway was seen as a supportive member of the Twitch community and increased positive public perception by 37.9. Additionally, according to Placed, Subway’s paid ad takeovers drove overall incremental foot traffic lift of 6.4% and ultimately drove sales.

Carat

Carat is an award-winning media and content agency focused on leveraging data and insights to deliver growth for our clients, and more meaningful experiences to their customers. Named #1 agency in 10 out of the last 11 RECMA reports, Carat delivers an unparalleled capability to understand real people; their passions, motivations and behaviors and harness it to connect brands with customers. Carat is privileged to work with some of the most storied and innovative brands in the world.

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