From social strategy and trending reels to in-store collaterals and new product launches, our always on comms support for Subway India significantly skyrocketed its social-first presence, all while helping it pull users across the entire funnel - from awareness to purchase.
Challenge
Subway was losing relevance with audiences highlighted by the challenge to significantly boost its social media presence by increasing both followers and engagement. The brand needed to stand out in an overcrowded digital landscape. With countless food brands competing for attention, Subway’s task was to differentiate itself by leveraging its unique strength: personalisation. The brand aimed to go beyond simply being seen to becoming truly memorable and engaging across the entire customer journey — starting from the top of the funnel and continuing through to conversion.
Approach
Our approach was rooted in redefining its social media strategy through the lens of emotional engagement rather than traditional consumer touchpoints. Recognizing that people interact with content based on how they feel throughout the day, we introduced a “Social Mood Map” that aligned different types of content to specific emotional need states — from boredom and anticipation to hunger and curiosity.
At the heart of this strategy was the brand’s core differentiator: personalisation.Content was designed to be culturally resonant and emotionally appealing — tapping into cravings with food-focused reels, joining cultural moments like cricket and festivals, and highlighting the brand’s signature customisation through relatable, shareable experiences.
Results
A new content architecture, mood-based content targeting, and emotionally driven strategy to:
Drive cravings, conversations, and cultural relevance.
Pull users across the funnel - from awareness to purchase.
Increase time spent and engagement on Subway's social media platforms.
