PUMA - She Moves Us

Challenge

Drive reappraisal of the brand amongst 12-24-year-old women and girls, showing that PUMA is a brand that reflects their collective mindset, values and culture.

Idea

She Moves Us - a campaign turned social-movement, to champion the women and girls who, like PUMA, are pushing sport, fashion and culture forward.
The campaign landed PUMA at the heart of culture via a series of digital-first brand activations at key moments in the cultural calendar over a six-month period, spanning sport, fitness, wellness, fashion and sustainability
We used a diverse mix of channels – talent, influencer, partnerships, social, experiential – landing PUMA where our audience are. 

The Impact

    - 4pp uplift in brand awareness amongst 16-24 year old women

    - 13pp uplift in perception that PUMA encourages women to access sport amongst those         who have seen the campaign