This document discusses a mobile marketing case study conducted by S4M for Subway France. It describes how S4M used location-based marketing to target Subway app users near stores and drive them to purchase with mobile ads. S4M segmented users into exposed and unexposed groups, ran an in-app video campaign, and analyzed post-campaign store traffic. Results showed a 46.72% increase in exposed users visiting Subway stores versus the unexposed control group. Competitor store traffic was also impacted. Branding metrics like clickthroughs, page visits and impressions exceeded targets.

1. CONFIDENTIAL PROPERTY S4M © 2016
SUCCESS FOR MOBILE
Mobile case study
Subway France

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Bridge online & offline efforts
with mobile media

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WHY DOES LOCATION-BASED MARKETING MATTER?
75%
of marketers believe
location based
marketing is an
important element to
their business strategy
in 2016.
Source: entrepreneur.com

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MOBILE IS KEY TO GENERATE TRAFFIC IN STORES
80%
Of mobile users prefer
locally relevant
advertising
56%
of mobile users want to
receive location-based
offers on their phones
when they are near
a store
3
Source: JiWire Source: FirstData

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S4M APPROACH
5
HOW TO DRIVE YOUR AUDIENCE
IN STORE?
Subway - You’re the Chef
Strategy

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Location - IDFA/GAID
Exposed users
1 BUILD A UNIQUE AUDIENCE CLUSTER

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2 TARGET USERS BASED ON THEIR REAL TIME LOCATION
✔ Anonymised data
✔ Coordinate data in real time
✔ No IP address
✔ Limited to phone GPS
(approx. 10-50m)

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11 AM – 3PM
3 LEVERAGE MOMENT MARKETING
6.30 PM – 10 PM

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ONLY
RELEVANT
USERS
EXPOSED

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S4M APPROACH
10
HOW TO DRIVE YOUR AUDIENCE
IN STORE?
Subway - You’re the Chef
Creative Approach

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1 VIDEO2STORE MOBILE FORMAT by S4M

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2 SUBWAY GLOBAL TV CAMPAIGN

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3 ITINERARY VIA NATIVE GPS APP
Android Scenario iOS Scenario

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RESPECT &
ENGAGE
MOBILE USER

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S4M APPROACH
15
HOW TO DRIVE YOUR AUDIENCE
IN STORE?
Subway - You’re the Chef
Results

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1
2
MOBILE DEVICE IDs COLLECTION
SEGMENTATION
Exposed Device ID : 80% of the user pool
Non exposed Device ID*: 20% of the user pool (control group)
DURING
3 MOBILE CAMPAIGN
Except control group
4 POST-CAMPAIGN ANALYSIS
Compare in-store traffic of exposed vs non-exposed users
BEFOREAFTER

17. CONFIDENTIAL PROPERTY S4M © 201617
1
2
MOBILE DEVICE IDs COLLECTION
SEGMENTATION
Exposed Device ID : 80% of the user pool
Non exposed Device ID*: 20% of the user pool (control group)
DURING
3 MOBILE CAMPAIGN
Except control group
4 POST-CAMPAIGN ANALYSIS
Compare in-store traffic of exposed vs non-exposed users
BEFOREAFTER

18. CONFIDENTIAL PROPERTY S4M © 201618
1
2
MOBILE DEVICE IDs COLLECTION
SEGMENTATION
Exposed Device ID : 80% of the user pool
Non exposed Device ID*: 20% of the user pool (control group)
DURING
3 MOBILE CAMPAIGN
Except control group
4 POST-CAMPAIGN ANALYSIS
Compare in-store traffic of exposed vs non-exposed users
BEFOREAFTER

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SUBWAY RESTAURANT FOOT TRAFFIC IMPACT
UPLIFT
User exposed
Vs
Control group
46.72%
1

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COMPETITOR RESTAURANTS FOOT TRAFFIC IMPACT
Restaurant
Foot traffic
Users exposed
to the campaign
Foot traffic
Users not exposed
to the campaign
UPLIFT
Competitor A 0,93% 0,88% 5,27%
Competitor B 0,56% 0,55% 2,07%
Competitor C 2,80% 4,62% -39,44%
Competitor D 1,33% 1,19% 12,19%
2

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BRANDING GUARENTEED METRICS
+4.7M 4.26% 261 923
CLICK RATE
ON CTA
Net of bots and
fraudulent clicks
LANDING PAGE
VISITS
Fully Loaded
+ 1 sec
IMPRESSIONS
Fully Rendered
+ 1sec
3

22. CONFIDENTIAL PROPERTY S4M © 2016
S4M APPROACH
22
HOW TO DRIVE YOUR AUDIENCE
IN STORE?
Subway - You’re the Chef
Video & Client testimonial
(CLICK HERE)

23. THANK YOU!
Cindy Heiser
Head of Communications
cindy.heiser@s4m.io
More at:
www.s4m.io