Subway Netherlands drives over 600 direct job interviews at an incredibly low CPSU

The Story

Many restaurants are looking to grow their teams with new staff and so is Subway. With many open vacancies and the number of applicants decreasing, there is plenty of reason to set up a recruitment campaign. 

How do you get people to apply on Social and how do you make that process as smooth as possible? 

Applicants were asked to apply for the job by sharing their favourite emoticons via Whatsapp! It required creativity to design and describe their favourite sandwich with emoticons. The aim was to get as many applications as possible and have them apply directly via WhatsApp.

The Solution: Snap Ads with Deep Link

For this campaign, we decided to use SnapAds with a deep link that redirects applicants to Whatsapp. Snapchat was the only platform that allowed for directly linking to Whatsapp which decreased the overall drop-off rate. As a result, this campaign on Snapchat significantly outperformed the same campaign on all other channels. 

The Results

The Subway Sandwich campaign drove excellent results on all metrics and significantly outperformed other platforms.

We targeted a broad audience (18-50+) on IOS devices with static SnapAds which generated over 5.7m impressions at an impressive CPM of €1,59. This generated 244.504 swipe-ups (SU rate 4,23%) at a CPSU of €0,04.

By using SnapAds and linking applicants to Whatsapp more than 600 Snapchatters applied for the job as a result of the campaign. 

“Due to this success, Snapchat became the standard platform for Subway's recruitment campaigns in the Netherlands”

- Silvan Reinders, Social Advertising Strategist, GroupM Nexus EssenceMediacom