Influencer marketing, Social & content
Increasing relevance amongst a younger, millennial audience.
At the start of 2017, Subway challenged us to shift perceptions of the brand and increase relevance amongst a younger millennial audience.
We set out to build a long-term influencer marketing programme which would drive authenticity and deliver stream of engaging, shareable content.
Creating a social media influencer squad
Enter Subsquad, a social media influencer squad headed up by charismatic prankster Arron Crascall and starring Jahanah James, Cian Twomey and Scola Dondo.
Arron Crascall’s unique brand of humour and down-to-earth attitude made him a perfect hero influencer to mirror the brand ethos and resonate with the millennial target audience.
Working in partnership YouTube, who remain the leading digital video platform for millennials, we created a series of ‘challenge’ videos, tracking the SubSquad taking on various challenges from learning how to play American football NFL stars, to learning how to make the perfect Sub.
We created a complete brand world which truly integrated paid, owned and earned media. We exploited our brand journalists’ stories and other content through our website and social media channels, as well as through our influencer activation programme.
Precise audience targeting and demographic planning allowed us to drive traffic to YouTube, resulting in 13 million Subway™ YouTube views, 17,286 engagements, an average engagement with influencer content at 4.1%, and a total SubSquad™ influencer reach of 30,044,152.
This was an
Influencer marketing & Content & social
Project for Subway