0
Increase in overall foot traffic
0
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.
More Than That with Gia Peppers
Launched on February 13, 2021, More Than That is a sonic journey across Black America, leveraging conversations between our host, Gia Peppers, and well-known guests about topics impacting and in...
The Cadillac Live Experience
Dyslexia Canada
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
The Ad Council, dentsu International & VidMob; Creative O...
Seize the Awkward
Oreo
The Oreo Doomsday Vault
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Intel
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...