CASE STUDY: PUMA & Performics Challenge The Status Quo
Provided by Performics
Find out how we helped Puma deliver an effective search strategy as part of its return to the mass media.
What was the Challenge / Background of the Campaign?
The aim was to force consumers to notice the recently elusive brand. Could PUMA shift consumers' awareness with the Forever Faster proposition, and with a plethora of high profile brand ambassadors including Usain Bolt, Mario Balotelli, and Sergio Aguero?
What was the Campaign Objective?
Having abstained from mass media support for a number of years, PUMA wanted to come back with a bang; looking to launch the brand new Puma Forever Faster campaign in an exciting, impactful and engaging way. "Puma are back to disrupt the status quo" was the mantra. We needed to come up with a search strategy that integrated well as part of this cross-channel campaign, and was able to hold true to this core brand message.
What was the Solution?
We used the Google Search Network and Google Display Network to serve Dynamic Keyword Insertion text ads, targeting any keywords that were associated with speed or being fast. The message was: 'These things aren't fast when compared to PUMA. PUMA is forever faster'. On top of this we used brand ambassador keywords to support the high profile brand ambassadors, and show that PUMA is an integral part of their Forever Faster mentality.
What were the Results?
The campaign served 25,619,720 impressions, and drove 87,952 Clicks to the site. Clicks exceeded the target by 47%. As there was very limited competition on all keywords, and very high volume, we were able to drive clicks extremely cost effectively. Average cost per click for the whole campaign was £0.21, Average position was 1. This search campaign fitted well as part of an integrated cross-channel strategy.
What were the Key Learnings of this Campaign?
This search campaign fitted well as part of an integrated cross-channel strategy. The whole premise was to show that PUMA were ready to stand apart, be controversial, and break the mould.
The Ad innovation and message complemented the campaign theme, and the search strategy was able to deliver the results.