Results and Effectiveness

Within a focused one month campaign period, PUMA official website achieved total 2,430,115 page Views ( 2,081,936 from ads), and total 560,887 unique visitors; PUMA mobile site attracted total 1,199,205 unique visitors (1,125,923 clicks from ads), 2,364,779 total page view and average time spending: 2 minutes 30 seconds In retail level, the key communication products went out of stock soon and sales exceeded target by 70% in campaign focused stores and regions.

Creative Execution

The strategic solution is to provide a unique and interesting platform that can engage consumers and trigger their creativity and spontaneous fun. At the same time, we want to make sure that PUMA winter products are integral part of the platform. Inspired by the white board in the main creative visual, we decided to use Tote bag for consumers to DIY images on because tote bag is very trendy and "in" fashion item that can be carried in winter to show individuality. DIY tote bag can trigger target audience to have spontaneous fun. Therefore, we created an innovative online and mobile platform for consumers to DIY tote bag and mix&match their own winter look with PUMA winter jacket. We put smart ads placement in e-greeting card, e-stamp, SNS website to engage and extend reach. We sponsor opinion leaders to help drive iWOM in blogs;

Insights, Strategy and the Idea

For winter season of Y09, PUMA launched series of new products in China. One of the key series is Goose Gown Jackets, which used 1st standard goose down fillings and cutting edge design from Japan. They are extremely light, colorful, foldable and very good at keeping warm in Winter. PUMA wanted to make it hot fashion tiems in this Winter and at the same time build brand image as Colorful, Energetic and Joyful. Print creative concept is two models indulging in spontaneous fun of interacting with self-drawing white board. The target audience are exactly like them - young, creative, energetic and trendy. Therefore, the idea is to create a digital platform for them to create their own winter look. PUMA products are elements of creation. From self-creation, target audience experienced the fun, got something trendy and useful to them in real life and was impressed by product attributes.