Digital Content, Community and Social Media Campaigns for Subway Germany

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PANORAMA3000 GmbH & Co. KG
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PANORAMA3000 helps Subway to stay on top of the minds of their young target group by managing one of the biggest German social media communities.

About the Project

We work for Subway Germany, Austria, Switzerland, Luxembourg, and Liechtenstein.

Subway is one of the biggest brands in the world. To keep attracting customers in a  rapidly changing food market, customer engagement, and digital creativity is key. PANORAMA3000 helps Subway to stay on top of the minds of their young target group by managing one of the biggest German communities on Facebook, involving influencers and creating content which is authentic and engaging every day and delivering it on any relevant social platform. As digital experts in a strong group of agencies, we also help the others in the network build up their know-how and deliver integrated communication.

The Services Provided

We run their digital channels: a corporate website, a content hub, Facebook, Instagram for each country, Twitter for Germany. We create content and campaigns around their brand, products, and company. The goal is awareness within their target group (16-35), brand familiarity (what is Subway about), traffic to their restaurants and loyalty.

The assets we create a diverse, “food porn” product shoots, influencer and fan tests, background on ingredients and production, interviews with sandwich artists (employees), little gif games, votings, stories with disappearing cookies and so on.

Working with and for Subway is fun because the brand is globally known yet young and experimental. Transforming the brand promise to create something unique and individual every day into content and campaigns is a great challenge.

The Results

We serve more than 1 million followers and visitors on all channels, generating 50-100 mio contacts each month. We have a share of voice above their market share in Germany, the sentiment is above the competition and we constantly rank top in class in terms of engagement and efficiency.

Subway is growing in Germany, globally it has become the biggest restaurant in the world, counted in numbers of outlets.