PUMA - Молодая культура

Главное о кейсе

Results
More than 800 festival invite applications per week
1,400,000 live-broadcast views and 100,000 additional views of performances with individual artists.
Interest in Puma RS-X during the festival grew by 20%
Sales of RS-X TRACKS increased by 59% and RS-X Series models increased by 26%
The total project coverage is more than 4,000,000!

Бизнес-задача и ее решение

Strategy, goals, creative idea
Studio 21 was chosen as a partner of our campaign as far as it was necessary to expand the recognition of the RS-X TRACKS model through the popular channel among the young audience. The combination of its resources in social media makes Studio 21 the widest coverage media focused on the subcultural movement. To solve the problem, the teams of media agency, PUMA and radio station created the first online hip-hop festival in Russia - “Youth Culture”.
The station’s channels made it possible to carry out a full 360 campaign, including broadcasting on radio, live broadcasting in social media, support in communities, at concert venues and on the partners' resources. The interest of the audience was successfully fueled by contests that involved listeners in the
history of the brand, sneakers and the RS-X TRACKS model itself. The-Village, Afisha, Maxim, Woman and other online platforms boosted our project.
The uniqueness of the festival was that it could be followed offline and online - on radio frequencies and on the Studio 21 website, in PUMA social networks and radio station. Moreover, it was possible to look at artists live-performances, having pre-registered on the project page. An original show, bright representatives of the subculture, large-scale informational support - all this allowed to attract the interest of desired audience and go beyond the usual channels of promoting sports brands.

Прочая информация о кейсе

Job description:
PUMA released the updated RS-X TRACKS silhouette designed specifically for young, daring and stylish people. Media agency challenge was to find a non-standard solution, not only to popularize the new sneakers silhouette, but also to create a strong association of a progressive audience with the statement - everyone needs PUMA sneakers to look trendy and bright.

Скриншоты

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