PUMA: case study
Fashion · Influencer marketing
The brief
Raise awareness of PUMA's new collection through store visits by regional content creators, under #PropahLady.
Objective
- Build awareness of the new collection regionally
- Drive footfall to selected PUMA outlets
Strategy
- Arranged store visits for 80 regional content creators nationwide
- Creators made short videos urging people to discover 16 selected PUMA outlets, with a chance to be featured on the official website
- Audiences were told about the chance to feature in PUMA's upcoming campaign with Kareena Kapoor Khan
- Participants were informed of exclusive discounts
How we ran it
We set clear goals, learn about the target audience, craft a distinctive concept and outline the key deliverables.
We identify creators who fit the goals, share a detailed brief and content guidelines, and offer training and support.
Creators develop and refine their content, publish it, and engage with their audience.
We set performance metrics, monitor data, collect feedback and refine the strategy.
Results
- 80 regional creators across 16 selected outlets
- 4M target audience reached, with about 50K average views per creator, per the campaign deck
Creators
Watch the work
▶ Instagram reel
▶ Instagram reel
▶ Instagram reel
▶ Instagram reel
▶ Instagram reelRelated case studies
Questions
What did Dhi & Kin do for PUMA?
Raise awareness of PUMA's new collection through store visits by regional content creators, under #PropahLady. The work was influencer marketing on Instagram in India.
What were the results of the PUMA campaign?
Campaign figures on record: 80 creators, 16 stores, 4M reached, 50K avg views / creator. 80 regional creators; store visits across 16 selected PUMA outlets.
Which platform and market was the PUMA campaign for?
Instagram in India.