In a world the place the fashion industry is attempting to carry consideration to both luxurious manufacturers or quick trend ones, you could possibly simply put on your favourite sneakers and a hoodie that can make you are feeling snug.
And one way or the other, the sportswear manufacturers are at all times on prime. They’re extra relatable, and so they’re at all times attempting to attach with their audiences.
A terrific social media technique is a key ingredient to this. That is how the manufacturers get nearer to their followers, take heed to their wants and embrace them in new tasks.
And since tales and podcasts go hand in hand, we had the pleasure to speak to Abigail Rogers, Senior Social Media Supervisor at PUMA. She’s the one managing the soccer international digital campaigns, content material, and technique.
Let’s uncover the behind-the-scenes story.
PUMA’s Advertising and marketing Technique
1. Get to know the model
PUMA is a German firm based mostly in Herzogenaurach that designs and manufactures athletic footwear, attire and equipment. It was based in 1948, turning into a public firm in 1986 when it was listed on the inventory.
The model is all about reaching greatness, being courageous, assured, and passionate. And PUMA is unquestionably a core ingredient in serving to individuals reach no matter they put their minds to.
In accordance with the model, PUMA helps over 14,000 staff throughout greater than 120 nations.
This German sportswear firm undoubtedly deserves its place within the trade, contemplating that individuals belief a model that’s at all times devoted to attending to their hearts.
With the assistance of know-how and in a century by which social media is the focal point, PUMA discovered the key to partaking with its viewers and pushing the bounds in sports activities and tradition.
2. PUMA’s content material technique
As one of many huge sportswear manufacturers, PUMA’s staff depends so much on social media exercise. And since every little thing goes social these days, being current and fascinating with the viewers is likely one of the huge objectives.
To try this, there’s a want for a great marketing strategy.
Any model, huge or small, is greater than only a good brand. A model is a means of communication between individuals, and it’s strongly associated to the way you make your clients really feel.
And the staff from PUMA is aware of find out how to go from model storytelling to new advertising and marketing alternatives.
As we’re all conscious, there is no such thing as a recipe for the right advertising and marketing technique, however it’s protected to say that apply makes good.
Abigail Rogers informed us through the podcast episode that the important thing to success is to maintain testing and attempting a whole lot of various things on social media. So it’s time to make the most of all of the alternatives on the market.
Discover out extra about Abigail’s insights relating to PUMA’s advertising and marketing technique in Insider Insights podcast episode:
Now that we’re all spending time on social, Abigail mentioned that the pandemic modified their social media technique 100%, that means that they needed to do much more for lots much less.
And since persons are on-line extra, that’s the right purpose to attempt new issues and new kinds of content material. If creativity is by your facet, then all is effectively.
As an illustration, in the event you’re an enormous fan of sneakers, then you must undoubtedly comply with PUMA on Instagram. There you’ll discover images of latest merchandise and footwear designs, in addition to many influencers who will inspire you to be extra energetic.
Or you could possibly simply select your subsequent pair of sneakers in response to your zodiac signal.
IGTV, Instagram’s video platform, is the place the place creators go wild and mess around with their concepts. And since video is a really popular type of content, all social media managers know the way vital it’s to maintain up with this pattern.
PUMA publishes IGTVs to advertise numerous collaborations or create motivational movies that can make individuals extra energetic. Begin your day with a Yoga session with Cara Delevingne.
With greater than 21 million followers on Facebook, the model has just lately began to advertise its latest assortment: PUMA x Animal Crossing.
Take a deep breath and go purchase your pair of sneakers. You will not remorse it!
Greater than that, Fb can also be the place the place we see the enjoyable facet of partaking with the viewers.
On the opposite had, Twitter appears to be the place the place crowd browsing is everybody’s favourite exercise.
All people loves an excellent marketing campaign. As we are able to think about, a well-done marketing campaign is at all times a possibility to get nearer to individuals and in the end obtain some objectives.
PUMA is the kind of model that embraces change: from the change that comes inside ourselves to the change in the environment. And social media is the mediator between the model and the group.
Looking for higher methods to attach and collaborate with their communities, the staff at PUMA has created some unbelievable social media campaigns that are extra than simply selling good sneakers or new garments.
For instance, Only See Great is the marketing campaign created to carry mild into this world stuffed with uncertainty.
PUMA’s ambassadors joined forces with a purpose to inform one story: what it means to realize greatness and the struggles that come alongside the method.
Abigail informed us much more in regards to the onerous work that was behind the campaigns created in collaboration with Neymar Jr., PUMA’s ambassador.
One other wonderful marketing campaign is She Moves Us. This one is supposed to empower ladies from everywhere in the world. It’s all about confidence, model, and being a drive of nature.
In accordance with them, the PUMA Girl conjures up the opposite ladies round her to get energetic and get with the motion – and so they encourage her proper again.
With this marketing campaign, PUMA additionally desires to advertise gender equality in sports activities. The model goals to extend the visibility of feminine athletes within the sports activities world. Greater than that, you’ll find extra in regards to the PUMA Woman on this particular Instagram profile.
4. PUMA’s ambassadors and collaborations
The model ambassador is the one who represents and advertises the corporate. You possibly can consider an envoy because the embodiment of the model’s id.
PUMA selected its ambassadors in response to their tales and shared beliefs. Contemplating that an envoy is supposed to offer the model a human contact, discovering the proper individual could not essentially be a straightforward factor to do.
In all probability the defining ingredient for a collaboration between the model and its individuals is honesty. Why? As a result of that is precisely what all of us need, what clients are searching for.
As Abigail mentioned, Neymar Jr. is likely one of the largest model ambassadors that they’ve ever signed.
Abigail was additionally the one who labored carefully with the staff that created the announcement marketing campaign, which made your entire collaboration between PUMA and Neymar Jr. much more enjoyable for her.
In all probability among the best collaborations was the one with Rihanna. PUMA Fenty x Rihanna is an excellent assortment that introduced a whole lot of consideration to the model.
One other new addition to the staff could be Selena Gomez. As an artist, Selena is aware of how vital creation and evolution are. PUMA has taken the identical method to re-imagine a number of the model’s unique merchandise.
Cara Delevingne, Dua Lipa, and J. Cole are additionally a part of their collaborative tasks.
5. PUMA and its opponents
In the middle of greater than 70 years, PUMA has made historical past with its spectacular footwear, attire, and equipment. By way of improvements and great designs, the model has grow to be a necessary presence on this planet of sportswear.
However behind each success, there’s at all times onerous work and a method that’s meant to maintain the enterprise going.
With virtually 37 million followers throughout all social media platforms, it’s protected to say that the staff has created a strong advertising and marketing technique.
As a way to carry knowledge into the sport, I used Socialinsider, a social media analytics, reporting, and benchmarking instrument.
With the assistance of Socialinsider, I uncover that though a lot of the followers are on Fb, the engagement is just not fairly nearly as good. That’s why PUMA depends massively on Instagram. In consequence, essentially the most engagement comes from this platform which signifies that the staff’s work was effectively obtained.
Greater than that, with a purpose to perceive the place to position your self as a model, it’s vital to check out what your opponents are doing.
On this case, I added the Instagram profiles of PUMA’s most important opponents (Adidas, Nike, ASICS, Reebok, Under Armour) to see precisely the model’s efficiency. With the Benchmarks feature, I used to be capable of get in-depth analytics.
As you possibly can see above, PUMA retains its head within the sport. It’s not at all times about numbers, however it’s additionally about partaking together with your viewers past social media: sharing widespread beliefs and creating a strong group is one in all PUMA’s main objectives.
Going additional, we’ll see that regardless of these numbers, PUMA is essentially the most energetic on Instagram, contemplating that it has essentially the most posts revealed in the middle of the final 30 days.
PUMA Football’s Instagram profile, Abigail’s space of experience, is available in first place with the very best common engagement charge per put up. Yaay!
What’s actually superior is that an analytics instrument is ready to offer you extra insights than you would possibly assume. For instance, you could possibly evaluate any Fb web page or Instagram profile with the trade of your alternative.
This fashion, it’s simpler to see how your model performs in opposition to an trade as an entire.
PUMA has a inventive and well-thought advertising and marketing technique, which certainly brings nice outcomes.
Being one of many world’s main sports activities manufacturers, your entire staff pushes sports activities and tradition ahead everywhere in the world.
Everyone knows that the right recipe for social media success is a part of fairytales, whereas the actual world focuses so much on maintaining with every little thing that’s evolving. Change is sweet, and when social media is continually altering, it’s apparent that the subsequent step comes from us.
And as Abigail mentioned, this implies testing every little thing and attempting new issues on a regular basis. The large manufacturers know this by coronary heart, so it’s good to know you could at all times take note of what these round you might be doing.
Check out what the staff at PUMA is doing to grasp find out how to be an excellent creator who places ardour in every little thing.