Subway

The Objective

It’s the return of the timeless UK debate – crisps inside, or crisps outside your sandwich? To hear what the TikTok community had to say about it, Subway joined forces with Walkers for a campaign with a difference, encouraging interaction and driving awareness to an audience of hungry Subway fans. 

The Solution 

Subway used a mix of ad formats to deliver on its objective, combining both TopView and Top Feed Ads with In-Feed Ads and Spark Ads to create a holistic campaign from start to finish. Partnering up with popular UK and Irish creators (inc. @niall.gray, @brookehwr, @poppyhollins, @alexhobern, and @temp_tation), the creative spun out a mix of varied production styles, from street interviews to comedy sketches. 

Appearing as the very first video users’ see when opening the app, TopView Ads dominate watch time, whilst Top Feed Ads appear as the first in-feed video a user sees. Attention-grabbing and unmissable, both formats are popular with brands for their awareness tactics. Combine this with a subtle approach for engagement and your campaign is multi-faceted. This is exactly what Subway did, boosting creator taste test videos as Spark Ads to foster a deeper connection with the audience. 

The Results

The results smashed benchmarks, beating estimated impressions by 31% and 6-second view-through rates by a whopping 231%. A brand lift study backed this sentiment up, revealing a +25.5% lift in ad recall, +11.7% lift in awareness, +5.6% lift in attitudes and +3.0% lift in intent, all with a 90% confidence level and above. All of this shows how much the campaign resonated with the TikTok community.