Subway: Social Media Strategy, Content & Community Management
From 2014 to 2021, PANORAMA3000 managed Subway's social media communication in Germany and Switzerland. We combined strategic consulting with daily content creation, community management and digital campaigns to bring the brand to life on Instagram, Facebook and other channels.
The focus was on making Subway part of people's everyday conversations: connecting product stories, entertainment and direct interaction with fans. During the partnership, the Facebook community grew from around 600,000 to nearly one million fans.
Challenge
In a competitive food market, Subway wanted to reach a young audience and strengthen its relationship with its community. Product communication, entertainment and direct dialogue needed to work together across its digital channels.
The challenge was to turn this ambition into consistent, everyday communication while coordinating digital activities with the other agencies involved in the brand's marketing.
Solution
Together with partner agencies, we developed a digital strategy and translated it into ongoing communication. We managed Facebook, built Subway's Instagram presence and reactivated Twitter and YouTube.
We developed and produced channel content ranging from food photography to behind-the-scenes videos. Social media monitoring helped us identify relevant influencers and involve them as creative partners in the brand's communication. We supported events, invited fans to create their own Subs and complemented wider brand campaigns with local activations.
Community management was part of the daily work: listening, responding and involving fans. We also helped build digital knowledge within Subway and across its agency network.
Results
- During the 2014-2021 partnership, Subway's Facebook community grew from around 600,000 to nearly one million fans.
- We built the brand's Instagram presence and reactivated Twitter and YouTube.
- Content production, community management and campaigns connected everyday communication with new reasons for people to engage with Subway.
- PANORAMA3000's Subway Influencer Strategy was nominated for the German Award for Online Communication (Deutscher Preis fuer Onlinekommunikation) in the Strategy of the Year category in 2016.
Within the influencer work, 47 creator posts reached 3.3 million people and generated 140,000 interactions. Instagram ads separately reached more than 2 million people. These are results from the documented influencer activation, not totals for the full partnership; the two reach figures are not a deduplicated combined audience.
