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fans on instagram
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uplift in brand awareness
Solution
Firstly we used multi-product and native ads to differentiate PUMA from the competition by talking about three different products – the app, the shoes and the gear. Finally, we got five regional influencers to take the PUMAPACT. Their fitness pledge was promoted using 10 bespoke, unique and regionally relevant videos. Each influencer then uploaded their video and image content to Instagram. Our influencers had a combined following of 1.5 million people and their profiles ranged from fashion designers, to UAE football players and travel bloggers. Their combined influence gave us the opportunity to galvanise the people into taking the #PumaPact
Challenge
Puma wanted to position itself as a sportswear brand that inspires people to train faster, stronger and fiercer, pushing themselves to the limit. We needed to help them break through the clutter in a competitive market. The sports and fitness industry is growing in our region with consumers constantly looking for the most fashionable sportswear to help them reach their fitness goals. And with rising obesity levels in the region, we also thought Puma could play an important role in persuading reluctant ‘sofa surfers’ to rise to the fitness challenge.
Result
- The campaign generated a brand awareness uplift of 16.4% in UAE and 14.5% in KSA (Survey of 17,692 people)
- Achieved a total of 5.4 million video views
- The campaign generated 430,000 organic engagements across YouTube and Instagram
- Puma gained 20,000 new fans on Instagram.
Vizeum: Puma
Puma persuades the reluctant ‘sofa surfers’ generation to rise to the fitness challenge with #ThePact
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