Case Study: Subway achieves up to 25.2% incremental reach with Snapchat

Subway leveraged Snapchat to efficiently reach an incremental audience

Subway partnered with Snapchat to raise awareness for a new sandwich and to efficiently reach incremental audiences beyond TV. The challenge was to leverage Snapchat’s unique, engaged community to expand reach where traditional TV might not.

Subway ran two campaigns measured by Nielsen Total Audience Ratings: a Commercials-only (Snapchat’s premium non‑skippable video) test and a broader multi‑product campaign. The Commercials-only campaign delivered an 8.2% incremental reach versus TV alone, while the multi‑product approach drove a 25.2% incremental reach — and in both cases more than 80% of people reached on Snapchat were only reached there.

Subway