An intricate communication strategy was implemented, emphasizing authentic content creation, follower growth, and competitive differentiation. Monthly campaigns transformed seasonal themes, trends, and limited-time offers into 8-10 visually compelling assets, blending static and animated formats. To ensure sustained growth, Meta Business Suite was utilised to plan posts and Instagram stories strategically. Despite the constrained paid media budget, resources were allocated effectively to promote select content, boosting visibility. Additional initiatives encompassed various sponsorships and exclusive paid media agreements, as well as strategic brand collaborations designed to increase brand consideration at crucial moments.
In response to new competition, out-of-home (OOH) advertisements were placed in high-visibility locations, while organic and paid influencer campaigns reinforced the messaging on social media platforms. This campaign successfully reached close to 500,000 people. The use of digital coupon cards and individual codes provided a measurable framework for campaign performance and allowed Subway to track engagement and results effectively.