Subway, a global franchise brand, partnered with War Room to drive foot traffic to their locations. They wanted to refine their data tracking and gain deeper insights into customer behavior across the Canadian market. By leveraging location-based advertising, they aimed to directly link digital ad interactions with in-store visits. This approach provided Subway’s marketing team with clearer data on how campaigns drive foot traffic, allowing them to allocate marketing spend more effectively and target high-intent customers.
Our digital ad strategy delivered outstanding results for Subway:
Increase in Click-Through Rate (CTR)
Optimizations across digital and video channels, achieving a 115.06% increase in CTR over the initial targets.
Increase in Video Views
Subway’s video campaigns exceeded goals by 363.58% and reaching a 93% viewability rate—well above the 65% industry benchmark and setting a new standard for video engagement.
View-Through Rate
Subway’s skippable video ads achieved a 31.43% VTR, outperforming typical industry benchmarks by 57%.
Above Impressions Goal
War Room’s strategic approach significantly enhanced Subway’s brand visibility, surpassing the initial impressions goal by 90%.
The Challenge
In a Pickle
In the highly competitive Quick Service Restaurant (QSR) market, Subway needed to reach people on the go, capture attention across devices, and drive in-store visits. This goal required a robust multi-channel strategy with advanced tracking to link online ad engagement directly to offline foot traffic. Additionally, Subway aimed to harness data-driven insights to optimize ad spend and increase in-store conversions, ensuring every advertising dollar contributed to measurable outcomes.
The Strategy
Layered with Precision
Subway aimed to harness data-driven insights to optimize ad spend and increase in-store conversions, ensuring every advertising dollar contributed to measurable outcomes.
War Room’s approach focused on geofencing technology and data-backed personalization:
Our proprietary ad technology that allows us to track the view of an ad to actual in-store visit and attribute ad spend.
It was useful for precise targeting and real-time data analysis, allowing us to measure in-store foot traffic as a direct result of digital ad campaigns.
Phased Segmentation
Brand Awareness Phase: Focused on broad regional targeting through display and video ads, aiming to capture attention and build recognition across core Subway markets.
Conversion Optimization Phase: Leveraged insights from initial ad performance to refine targeting, maximize high-intent audience engagement, and drive in-store visits.
Cross-Channel Touchpoints
Through targeted display, video, and audio ads on platforms like Spotify, our team tailored ad formats to align with Subway’s audience preferences, achieving high engagement and completion rates.
Conclusion
Savor the Results
War Room’s partnership with Subway showcases the power of a data-driven approach in the Quick Service Restaurant industry. Our tailored strategy seamlessly connected online ad engagement to in-store activity, driving impressive performance and equipping Subway with actionable insights for ongoing optimization and growth!
.We reached a large number of people within a very specific radius of each of our defined restaurants, with a message created specifically for those people and those restaurants.
With this [Klick&Mortar] campaign, we were uniquely able to see the direct impact of our digital ads on driving foot traffic – our most fundamental communications goal.
Michele Beaulieu
Subway
Maximize your food & beverage brand’s potential with War Room’s expert digital advertising strategies. Contact us today to start achieving exceptional results!
