PPR was tasked with launching Subway’s inaugural “Live Feed” charity event – a global campaign to be activated locally across Australia and New Zealand with a relevant hunger relief charity.
While important to engage with Subway’s existing audience, in order to increase brand engagement and visitation it was vital to target a broader community across Australia and New Zealand.
Utilising 20 influencers across key Subway markets, including sports stars, media personalities, foodies and local community VIPs, PPR’s influencer strategy worked to drive awareness amongst existing Subway customers as well as those that were not current advocates.
Working closely with fellow WPP agencies, JWT and Ikon, PPR executed a campaign that not only drove significant sales and raised much needed funds for people in need, contributing to the global tally of over 13 million meals donated, but also worked to excite Franchisees and staff. PPR secured over 180 pieces of coverage across Australia and New Zealand with a reach of over 9.7 million. Engaging and brand relevant influencer content not only worked to pre-promote the charity event to identified target audiences and drive people instore, but also capture the excitement of the day.