Case study · Sport & leisure

Puma: digital ads that let creative cut through.

Our team of designers work directly with their marketing and creative teams to develop creative across advertising channels, email campaigns, remarketing and more.

Sector: Sport & leisure
Service: Platform advertising
Channels: Email

Digital marketingCampaign delivery

Athlete crouched in starting blocks on a red athletics track.

The challenge

What needed to change.

Puma needed digital advertising assets that could take its existing creative, cut through and take eCommerce further. The work had to carry the brand’s creative direction across every channel that supports advertising, email, remarketing and promotional activity.

The scale was the hard part. Puma runs a constant stream of new product launches, flash sales and promotions across 22 regions and two websites, one for Australia and one for New Zealand. Every major sales campaign also had to return a minimum of 10x on the advertising investment, so the creative had to perform as well as it looked.

Puma Australia Instagram advertising creative.

Approach

How the work took shape.

Our designers worked directly with Puma’s marketing and creative teams to develop creative across advertising channels, email campaigns and remarketing. That creative direction was supported by ongoing campaign optimisation, last minute flash sales, Cyber Weekend promotions and celebrity collaborations, then rolled out across the relevant marketing channels.

On social, we set out to engage both existing and new customers with an on brand advertising presence. We ran and optimised a constant stream of in depth campaigns on Facebook and Instagram, reaching each of Puma’s key market segments, underlaid by a solid base of remarketing to existing audiences.

Global demand for sportswear was at an all time high during the pandemic, so the campaigns had to stand out from the crowd while staying inside Puma’s brand guidelines and overall creative direction. Building on the strength of the brand and that demand, we created marketing that drove customers to the website to buy.

Across the Google network we used designed display ads and shopping ads to drive revenue to the Australian and New Zealand websites. A range of always on ads, seasonal product launches and sales helped the brand stay one step ahead of its competitors. We also used AdRoll, a display marketing tool built to grow eCommerce revenue, to extend reach beyond social and search.

Throughout, the job was to turn around effective, on brand creative quickly for a globally recognised brand, manage multiple high spending campaigns hour by hour, and work within an already strong base of creative advertising.

Puma creative advertising strategy puma.

The shift

Segmenting audiences by purchase behaviour meant every launch reached the people most likely to buy it.

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The work

The work, up close.

We did not simply retarget existing traffic. We set up a range of segmented audiences based on previous purchase behaviour and likelihood of buying, then applied each group to the relevant product launch. We designed, created and rolled out all assets alongside each launch on both social and search advertising, reaching Puma’s market on the world’s most popular websites as people browse.

The Facebook and Instagram campaigns did more than find people the exact product they were looking for. They prompted customers about new launches and deals, and remarketing on social averaged 68x ROI over the period we managed it. April 2020 and November 2020 were both record months for revenue from paid social.

13x.

Average return on investment from paid social.

800%.

Increase in revenue from paid social compared with the previous period.

39%.

Decrease in cost per purchase on paid social compared with the previous period.

Puma Instagram Story advertising design.

Puma Cyber Monday sale website on a mobile mockup.

Search told the same story. The designed display and shopping ads supported simultaneous multi region management of multiple product campaigns and flash sales, with creative built to match Puma’s global brand direction. The results show that even a globally recognised brand can be taken in bold new directions.

In New Zealand, Google Ads returned 11x ROAS since we took over the account, up 419% from 2x in the previous period.