Subway leveraged Snapchat to efficiently reach an incremental audience
Commercials Only Incremental Reach
Multi-Product Campaign Incremental Reach
Subway partnered with Snapchat to raise awareness of their new sandwich and looked to leverage our unique and engaged community.
Subway ran two different campaigns that were measured via Nielsen Total Audience Ratings. One that measured Snapchat's effectiveness at reaching an incremental audience and the other that measured Commercials, Snapchat's premium, non-skippable video offering.
In a campaign that compared the reach and efficiency of just Commercials, Snapchat helped offer Subway an 8% incremental reach versus TV alone. When the campaign was expanded beyond Commercials, Snapchat added a 25.2% incremental reach. In both campaigns, over ¾ of those reached on Snapchat were only reached on our platform.
- 1Nielsen Digital Ad Ratings for Subway – Snapchat, 12/10/18 – 4/24/19