Puma Leverages a Multi-Product Strategy to Drive Purchase Intent with Original Brand Advocates and the Next Generation

Puma partnered with Snapchat to drive awareness and generate fun nostalgia for their iconic & classic Puma Suede shoe. Puma set out to reach Snapchatters aged 16-30, trying to both engage the next generation of Puma fans while remaining true to their original brand advocates, adults between the ages of 25-39.

Puma launched a multi-product campaign centred around a AR Lens experience that allowed Snapchatters to try-on both the icon suede sneakers and the Puma tracksuits. The campaign was rounded out with Snap Ads and extended play Commercials so as to reach the Snapchat community in both the camera and content, amplifying the overall impact. 

Puma utilized goal-based bidding for the Lens to optimize for swipes to the product landing page and for Snaps created with the Lens to be shared in Snapchatters stories. The Snap Ad and Commercials creative highlighted the iconic Puma Suede colourways in the wild with talent. 

Puma’s multi-product strategy paid-off, resulting in +5pt lift in Action Intent as well as a +9pt lift in Ad Awareness. ¹ The AR Try-on Lens made an even stronger topline impact, driving an additional lift of  +9pt in Brand Favourability after seeing the Lens. ¹ This campaign resonated especially with female Snapchat users with +11pts lift in Brand Favourability. ¹ Most importantly, the campaign was successful in driving +12pts in Action Intent with the original brand advocates and most important target for this campaign, adults between the ages of 25-34. ¹