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« P U M A » C A S E S T U D Y :T H E E F F E C T I V E N E S S O F D I G I T A LS T R AT E G I E S O NE V E N T M A R K E T I N G

C A S E # 1 M A D V M A ’ S 2 0 1 8C E L E B R A T I N G P U M A S U E D E

B R A N D A W A R E N E S S / / C O N S U M E R E N G A G E M E N T

C A M P A I G N O B J E C T I V E

P R E - E V E N T C O M M U N I C A T I O N

Users are asked to join online & draw their custom PUMA Suede sneaker on the shaded Suede silhouette! Through a 360 communication approach (radio-TV-digital), users are asked to interact online & win pair of sneakers / VIP invitations @ MAD VMA’s. Their experience comes to a peak!Most – liked shoe sketches are displayed on stage during MAD VMA’s!

A micro-site on MAD VMA’s website is formulated.

PUMA INTERACTS WITH THE PUBLIC THROUGH AN IMAGINATIVE ACTIVATION

MAD VMA’s micrositeUser’s sketch displayed during VMA’s Digital campaign

P R E - E V E N T C O M M U N I C AT I O NPARTNER’S DIGITAL CAMPAIGN

TOTAL REACH: 23.200 TOTAL LIKES: 547

TOTAL REACH: 29.100 TOTAL LIKES: 2190

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P U M A G O ES O N - STAG E !

Live Act On-stage

Live performance by Katerina Stikoudi & ClaydeeHuge Brand exposure through social media activationsMassive viewershipHuge video clip repetition (1.7M views)

Suede Shoes showcased during the event through the huge digital screen13 dancers dressed in full PUMA gearSuede customized shoes displayed in huge digital screen!

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Video production

P U M A G O E S B A C K S TA G E !

D I G I TA LC A M PA I G N SF B / I G

Total number of reach: ~200.000

Impressions: ~270.000

Total actions/engagement: ~6.000

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W AT C H E V E N T H I G H L I G H T S !

Now we bring the story back.

Cell was a 90’s child.

C A M P A I G N O B J E C T I V EC O N S U M E R E N G A G E M E N T

C A S E # 2 W E L C O M E T O T H EG R E E K C E L L E N D U R AL A B !

THE CELL ENDURA LAB CONCEPT

PUMA Greece supports the global launch of Cell Endura with an exclusive - concept event at Sneaker10 (major wholesale client).

A strategical area, the flagship store of Sneaker10 is selected, in a place where the heart of Athens beats.

The concept includes the simulation of a real LAB, THE CELL Endura LAB, where guests will experience an unprecedented row of CELL happenings, live sneaker customization, 90’s music, concept Photobooths, magic Cell drinks, a unique store ambience - tailor made for the launch of the iconic CELL.

To give it a premium tense, limited access is decided and guests are short-listed through digital contests.

10 VIP (millennials) with a special hype and loyal group are chosen to attend and share the CELL Endura happening.

Strong Media Partners are selected for the event communication.

MEDIA PARTNERS

Why did we choose them?

Page Views: 2 M / month

Audience:

18-24 | 30%

25-34 | 43%

35+ | 27%

Age Split:

Men | 58%

Women|42%

Unique visitors : 800k / month

Page Views: 320 K / month

Audience:

Unique visitors : 120k / month

Eng. Rate/ post: ~4.1%Eng. Rate/ post: ~4.5%

Two of the most influential websites in Greece

Why did we choose them?

PORTFOLIO

MEDIA PARTNERS

EVENT AMBASSADORS

myriella_kourenti_official madogasteratou

153k 64.1k

solontsounisActress - Multitasker - 57.2k Actor -

dimitris_papas

Actor – 26k

angelospetrou

11.2k Multitasker

elizabeth_karatsokiFashion Blogger

10.8k

ismini_fab

Fitness Girl

10.8k

ivanbaydakov

Fashion lover

23.6k

saskepticismRapper – 45.4k

marasamartzi

YouTuber

132k

PRE-EVENT

https://www.vice.com/gr/partners/puma-sportswind/perasa-mia-ebdomada-san-na-zw-sta-90s

http://el.ozonweb.com/ozon-news/cell-endura-lab-athens

I spent a week, like living in the 90’s Will you attend to the coolest experiment of Athens?

PARTNERS’ ONLINE COMMUNICATION

4500 page views1243 unique visitors139k social impressions410 interactions4.66% engagement

3845 page views1243 unique visitors63k social impressions86 interactions4.47% engagement

Newsletter –Sneaker10

PRE-EVENT COMMUNICATION

Save The Date & VIP invitations are sent through

400 VIP invitations

AMBASSADORS’ SEEDING

- 3 ambassadors out of 10, join the CELL special LAB photobooth and create their professional LAB photo.

- 3 posts are created. Each influencer upload his personal CELL Lab photo.

- 3 different Instagram contests are created and 15 winners secure a personal invitation for the official CELL LAB.

- Mara Samartzi uploads a YouTube unboxing vlog

marasamartzi

65,583 viewsInstagram stories

18.967 likes

ivanbaydakov

3752 likes

saskeptism

10.630 likes

WARM UP VIDEO – PUMA GREECE &SNEAKER10 PRODUCTION

WARM UP VIDEO – PUMA GREECE & SNEAKER10 PRODUCTION

• Concept video airs through social accounts of Sneaker10.

• Different cut versions are made to be hosted online.

• Sneaker10 runs sponsored digital campaigns.

THE CELL LAB

THE CELL LAB – WELCOME!

The CELL LAB - THE ENTRANCE

THE CELL LAB – THE SNEAKER CUSTOMIZATION

2 predefined customization options were displayed in digital store screens, so that guests could choose their favorable and enjoy it on their own CELL sneaker!

Sneaker10 customization veterans were on-board for this great customizationexperience!

Color pallet used for customization was relevant to the sneaker look & feel.

THE CELL LAB – THE DOCTORS!

Staff & salespersons dressed like CELL doctors welcomed guests and marked

their attendance by stamping their hands with our CELL logo

Navigated guests into the event spotlights and spreaded the CELL

Endura history,

THE CELL LAB – THE MAGIC TWIST!

All guests were challenged to change their boring booze into an emerald green potion simply by injecting the “CELL” shot.

THE CELL LAB – THE PHOTOBOOTH

Guests accepted!

A live contest took place and winners

received their personal CELL kit

including a USB flash stuffed with CELL 90’s advertisements , their personal CELL photos along with the event

video. Many more gifts were

included :)

A concept photobooth was displayed for the guests to capture their moment &

share it instantly on Instagram

POST-EVENT

Saskepticism

Solontsounis

marasamartzi

elizabeth_karatsoki dimitris_papas

Angelospetrou

myriella_kourenti

ismini_fab

ivanbaydakov

snikthehustla

More than 600k reach through the ambassador’s social channels – INSTAGRAM upload

Targeting the Youngsters, the cool generation

POST EVENT – INFLUENCER PHOTOS

POST EVENT – VIDEO PRODUCTION

Click next slide towatch full video

Event video hosted in all of our digitalchannels - 360 communication

The Outcome? Our

party was talk-of-the-

town for more than a

month!Through client’s account

Through partners’ accounts

POST EVENT – ONLINE COMMUNICATION

Sponsored post – PUMA Greece

Sponsored post – OzonWeb | Reporting article – OzonWeb | Facebook & Instagram Posts – Ozon Web

Total number of reach: 836.700

Total number of likes: 43.953

(10 INFLUENCERS / IG (+ youtubechannel) Ozon FB & IG + Influencers’ IG)

Reach: 110.000

THANK YOU!