Subway

The objective

Driving incremental growth through app installs and rewards registrations

Subway UK&I set out to launch its new Spudway product while simultaneously accelerating performance for its Subway Rewards programme. With app installs and account registrations at the centre of the brief, the team wanted to understand not only whether TikTok could scale acquisition efficiently, but also whether the activity would drive measurable, incremental business outcomes.

This campaign represented a pivotal moment for Subway: a test of TikTok’s automation capabilities through Smart+, alongside a Conversion Lift Study (CLS). To maximise learning, Subway applied best-practice creative and optimisation principles from the outset, ensuring assets could iterate quickly, avoid fatigue, and deliver performance at scale.

The solution

Enhancing efficiency with Smart+ and measuring with CLS

Subway activated a combined brand and performance strategy, underpinned by Smart+, TikTok’s AI-powered solution that automates targeting, optimisation, and creative delivery.

Alongside Smart+, Subway partnered with TikTok to run a CLS, enabling the business to accurately measure the incremental impact of the campaign on app installs and Subway Rewards registrations. This methodology, which restricts delivery in a controlled region, allowed Subway to isolate TikTok’s contribution beyond what would have happened organically.

With a focus on maximising efficiency while promoting the Spudway launch, Subway adopted a balanced mix of brand and performance tactics. Smart+ handled real-time optimisation across creative and delivery, while the CLS captured the campaign’s true business impact.

The results

Exceptional efficiency gains and clear incremental uplift

The shift to Smart+ delivered standout performance for Subway UK&I. Automation drove significant cost efficiency, resulting in a 79% decrease in CPA versus previous activity.

The CLS confirmed TikTok’s incremental value, showing a 56% lift in app installs and a 50% lift in Subway Rewards registrations directly attributable to the campaign. Combined, these results contributed to an impressive 128% return on ad spend, marking a step-change in the brand’s digital performance strategy.

Subway now has a clear understanding of TikTok’s incremental impact on its business, and a proven pathway for scaling acquisition with greater efficiency.