Case Study: PUMA, 80 Regional Creators Across 16 Stores
For PUMA we arranged store visits by 80 regional creators across 16 outlets. The campaign deck reports about 4M reached, with about 50K average views per creator.
The brief
Raise awareness of PUMA's new collection through store visits by regional content creators, under the hashtag #PropahLady. The objectives were to build regional awareness and drive footfall to selected outlets.
What we did
We arranged store visits for 80 regional content creators nationwide. Creators made short videos urging people to discover 16 selected PUMA outlets.
Audiences were told about a chance to be featured on the official website and in PUMA's upcoming campaign with Kareena Kapoor Khan, and participants were informed of exclusive discounts.
Why regional creators
A store visit only works if the creator is believable in that city. Casting locally meant each store had a nearby voice, and the audience could actually walk in.
The results
80 creators visited 16 selected outlets. About 4M target audience was reached, with about 50K average views per creator, per the campaign deck.
What we take from it
Store campaigns need one clear reason to visit, a simple route and the same shots across stores. A small incentive, such as a chance to be featured, gives creators a reason to take part.
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