Puma: Propah lady

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

Campaign details

Brand: PumaContributing Agency: Digitas IndiaEntry Title: PUMA Propah LadyWinning Category: Best Long Form StorytellingPrimary Objective: Brand Awareness and ConsiderationFormat: TrueView In-Stream Ads, TrueView Discovery Ads (formerly known as In-Display Ads)

Background/Context/Business Objective

At PUMA India, we wanted to re-ignite communication for our women’s category & re-connect strongly with our women consumers, driving an empowered, positive & stirring conversation. The eventual business objectives were to impact a lift in brand awareness and purchase consideration.

Our research indicated:

  • Consumers associated sportswear brands with a ‘masculine persona’; that brands still...

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