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In this exclusive feature, brought to you by BoF Promo Codes, IMAGESBoF.in delves into Puma’s #ForeverFaster campaign as it takes a different approach to sign a new brand ambassador.
About the Campaign
Athleisure wear brand Puma on boarded Bollywood actress Anushka Sharma as its brand ambassador as part of its commitment towards encouraging more women to lead a fit and healthy lifestyle. The actor endorsed the brand’s footwear, apparel and accessories, including select collections through myriad activities and brand campaigns throughout the year.
The brand on boarded Anushka over a staged social media banter in a span of 48 hours as it announced EOSS promotions on its social media featuring file images of the actor in its products. The actor took to her social media and called out the brand, asking Puma to use her imagery only after on boarding her as a brand ambassador.
In response, Puma posted an image of a proposal to make the partnership official, followed by Anushka’s acceptance to it and sealing of the deal at the brand’s Linking Road outlet. To make the announcement public, she hopped into a convertible car with the brand’s cat mascot and drove off flaunting a signage, ‘Just Said Yes.’
Objective
- To engage with customers
- Drive the brand’s approach towards fitness and lifestyle in India
- Inch closer to consumers across cohorts
Execution
- Social media launch through the staged banter between the actor and the brand.
- Brand’s ambassador Virat Kohli called out Puma on his Instagram story, asking the brand to sort out the matter.
- Anushka Sharma posted a teaser video of the campaign, asking her fans if she should consider Puma’s proposal.
- The brand re-shared a collaborative post with campaign images to confirm the partnership.
- Puma and Anushka posted a collaborative reel showcasing the campaign imagery and another reel featuring the run segment of women’s wear.
- Puma also posted a humorous video of Dinesh Sait interviewing the actor under stress and the video secured over 6.7 million views.
Overall Campaign Impact
- Earned media value of Rs 4.78 crore.
- Reached over 16 million accounts on Instagram and engaged with more than 450 accounts.
- 18,000 new consumers acquired during the campaign.
- Average selling price for women category went up by 15% during the launch.
- Women’s Sales Value contribution increased by 2% on Puma.com.
- Highest Pages views on the landing page of the website during the campaign launch month.
