The Good Deed Feed
CHALLENGE: Subway sought to improve brand perception and drive sales with health-conscious and community-oriented customers.
INSIGHT & SOLUTION: Cause-based marketing establishes a more emotional, positive brand connection with customers. Subway partnered with Feeding America on National Sandwich Day to support the cause with every purchase. We promoted the program with a docu-style content partnership, co-produced with Mic.com, a leading digital news site with a progressive audience.
Taking viewers into the Greater Lansing Food Bank
RESULTS: 1 million+ digital views, millions of dollars in sales and donations during the promotion, significant positive brand lift and purchase intent, tracked by Millward Brown custom research
The HERO VIDEO featured leaders from Feeding America, Lansing Food Bank and Subway, telling the story of their shared purpose and partnership. The video took viewers into the world of a food bank and was activated on the Mic.com homepage and a rich media flight.
Short-form EXPLAINER VIDEOS touch on the challenge, misconceptions and the solution. They were promoted on Facebook, Twitter and the digital pages for Subway and Mic.com. In particular, we emphasized that 42 million Americans are at risk of hunger everyday, which is completely preventable.
A compelling call to action, supported by story that sparked a movement.