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
We help brands to play meaningfully in culture. By creating branded entertainment, experiences and activations that people want to spend time with, in the spaces that really matter to people. Because we believe in the power of culture to drive brand and business growth.
Our services and capabilities are delivered by an in-house team across six divisions – Sponsorship, Partnerships, Content, Talent & Influencer, Social and Experiential all overlooked through a strategic lens enabling us to create and deliver truly 360, integrated campaigns whatever the brief.
Sponsorship
By aligning with the culture of Rights Holder Sponsorships, we ensure our partnerships resonate authentically with diverse audiences, leveraging shared values and interests to enhance brand visibility and engagement.
Partnerships
Our approach involves co-creating and embedding within cultural contexts across Media and Brand to Brand Partnerships, fostering meaningful collaborations that drive mutual growth and resonate deeply with target audiences.
Content
We specialise in crafting compelling branded content that captivates and engages audiences, delivering impactful storytelling that enhances brand presence and fosters meaningful connections.
Talent & Influencer
Collaborating closely with tastemakers and influencers, we curate authentic experiences that resonate with audiences, leveraging their influence to amplify brand messaging and drive engagement.
Social
Actively participating in the online cultural conversation, we integrate seamlessly into social platforms to drive conversations, build communities, and elevate brand awareness through relevant and engaging content.
Experiential
Our expertise lies in creating immersive brand experiences that leave a lasting impression, connecting consumers with brands on a deeper level through interactive and memorable encounters.
Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.
Check us out here or see what we're up to by following @HavasPlayUK on Instagram LinkedIn.
If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havasplay.com.
