Social media has evolved from being just a marketing tool to becoming a business driver, shaping product launches, campaign strategies and brand engagement. At Subway, we don’t just use social media to engage – we actively listen, adapt and act on the insights we gather. It has played a crucial role in shaping our real-time business decisions, making it an integral part of our innovation process.
The power of consumer demand in shaping product launches
One of the strongest examples of how we use social media to drive business decisions was the Footlong Cookie launch in the UAE. When the product was introduced in the US, it went viral. Consumers here quickly picked up on this trend, demanding that the product be launched in the UAE. Our launch was scheduled for December 2024, but the overwhelming demand led us to bring forward the launch to June 2024.
@subway_uae We want to know as well believe us 😞 . والله نحاول نعرف عشانكم 😞 . #Subway #SubwayUAE #Sub #Fresh #food #Subs #FeelGood #Cookie #Footlong #footlongcookie #weknow #workinprogress #comingsoon #صب_واي #طازج #صب #ساندويتش #كوكيز #قريبا ♬ sad hamster meme sound – CrazyToastCat
This decision wasn’t just about adjusting the marketing timeline – it required operational changes on multiple levels. The supplier did not have a Halal version available, so we innovated and created the product locally in our stores.
The success of this move became evident when we announced the product’s arrival – our audience’s reaction was very positive, confirming that our decision to fast-track the launch was the right one.
Another prime example of this was our Daqoos Series campaign – our most successful campaign of 2024. When the Daqoos and Chips Oman trend took over social media, we saw an opportunity to bring it to life in our menu. But we didn’t stop there. We believed in the impact of social media-driven marketing over traditional methods, so instead of relying on big-budget campaigns, we collaborated with key influencers who resonated with our audience. This decision paid off – we could measure the direct impact on sales and track audience sentiment in real-time, with over 90 per cent of the feedback being overwhelmingly positive.
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More importantly, this campaign built consumer trust and opened the doors for future innovation. The collaboration and creativity behind the Daqoos Series set a precedent, showing our audience that their voices matter. Now, they proactively request new collaborations and flavours, knowing that we are a brand that listens and takes action. This shift in consumer behaviour is proof that when you engage with your audience meaningfully, you don’t just sell a product – you build a community.
Speaking the consumer’s language
Over time and with experience, we learned that no single strategy fits all platforms. This led us to fully personalise our approach to each channel. A prime example of this is our strategy on X, where 90 per cent of our content is in Emirati Arabic. This decision wasn’t random – it was a calculated move based on audience engagement and preferences.
Unlike other platforms, where a mix of commercial and lifestyle content works, X required an entirely different tone. We eliminated polished and heavily branded content and instead engaged with our audience in a more conversational, personal manner. By speaking their language – both culturally and linguistically – we strengthened our connection, driving both engagement and long-term loyalty.
Breaking the old-school content model
Traditional, polished, commercial-style content is becoming obsolete. Today’s audiences value relatability, authenticity and speed over high-production ads. Instead of spending massive budgets on overproduced campaigns, we shifted our focus to trend-driven, real-time content that resonates more with our audience.
Our TikTok strategy is a perfect example of this shift. Unlike platforms that rely on traditional advertising, TikTok thrives on personality-driven, light-hearted and meme-based content. Instead of making Subway feel like a brand, we made it feel like a person – someone who engages, reacts and participates in trends. This approach resulted in viral content and significantly reduced production costs, proving that humanising a brand is more powerful than any high-budget commercial.
One of our biggest wins came from leveraging trends instead of investing in costly productions. A simple, trend-driven TikTok post outperformed an expensive, high-production ad, showing that timing and relevance matter more than polished visuals. By staying agile and responsive, we maximised impact with minimal spend.
An essential business tool
Social media isn’t just a marketing tool – it’s real-time business intelligence. Brands that fail to integrate social insights into their strategy risk falling behind. At Subway UAE, listening isn’t optional; it shapes everything from product launches to content strategies. The brands that win are those that prioritise conversations, adapt quickly and use digital signals to drive decisions.
Speaking of social-first brands, my personal favourites are Spinneys UAE and Visit AD – shoutout to their teams for setting the bar high.
By Mahmoud Mneimne, Marketing Director, Subway
