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Switching-Time - PUMA - Consumer Products Campaign

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Company: Switching-Time, Shanghai, China
Company Description: Switching-Time is a Sino-Swiss integrated boutique communication agency providing tailor-made services and solutions for fashion, luxury, lifestyle & beauty brands. Founded in 2012 by Taiwing Tian and Florent Chapatte, the agency has more than 35 employees in Shanghai. Switching-Time is aiming to be the leading agency with both creative thinking and excellent execution skills
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: PUMA inspires Chinese women to dance without fear

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

GENESIS

China only recently got on the global gym-crazy train, and competition for this emerging but lucrative market is cutthroat. In a challenging retail environment, winning the hearts of young sporty Chinese fashionable women who predominately shop from their mobiles is considered the holy grail in sports fashion marketing.

A key insight is that this group dream big, but are afraid to break stereotypes and fear going outside of their comfort zones. PUMA tapped into this insight when China launching their new ballet inspired En Pointe collection.

GOALS

To support sales, with focus on online sales, of the En Pointe collection, PUMA wanted to spark a movement to inspire their target audience to be their best selves without fear. The movement was organized under the “DO YOU” campaign umbrella, with the tagline “dance without fear”.

DEVELOPMENT

Insights showed that for this courted and cynical target group, actions speak louder than words. We chose a high profile spokes person to embody our campaign: Chinese ballerina Duan Jingting, famous not only for her mesmerizing performances, but also for once dancing with such intensity that she fell of the stage, but immediately getting back up again, continuing her performance with such grace and dignity that she became a national icon.

Driving sales online takes engaging the target audience online. We created multimedia content to engage our target audience, and selected Key Opinion Leaders (KOLs) to work with us to energize girls to dance without fear in true DO YOU spirit. We created movies with personal stories from Duan Jingting and others relating to the theme, organized a launch event in Shanghai with media, an international ballerina from New York City Ballet and local top celebrities and KOL’s to further engage the influencers and the consumers, we livestreamed the event directly to millions of Chinese consumers who got “front row seats” to one of the most significant cultural lifestyle happenings in China, we engaged with KOL’s and media for over two months to sustain the momentum and feed them sharable content, and we always made sure of a 360 seamless theme of “embrace the DO YOU spirit and dance without fear” throughout all channels: offline event, online events, social channels and traditional media.

Throughout all onand offline tactics, we linked consistently to PUMA’s online sales platforms, allowing the audience to easily “tap to buy” as they engaged with the theme.

RESULTS

And wow did Chinese girls start to live and dance without fear! The results surpassed the client’s wildest expectations.

-4.1 million watched the livestreamed launch event
-Ads value of Euro 2.8 million, online impressions 23 million
-Influencer posts reached a combined readership of record-setting 15.6 million people
-Most importantly: we touched young Chinese women. They integrated the campaign into their lives, sharing daily victories while hash-tagging #doyou or #dancewithoutfear: a whopping 249,000 posts made, seen by a staggering 274 million people
-Not only was this a one-off, but it created profound and long-lasting change. For over 3 months, the hashtag was trending on Chinese social media
-#dancewithoutfear became the national expression for going outside of ones comfort zone. A positive and fearless movement was created.
-Ultimately, the emotional connection in combination with our ferocious focus on driving online sales, was also converted into revenue. The overall sales increased with high double digits compared to the campaign last year, but more impressively, the online sales increased by 68% compare to the other DO YOU campaign launched in the same season last year
-This campaign and sales numbers truly showcases how PUMA leveraged key insights to create a meaningful campaign that touched the heart and souls of the young fashionable and sporty women of China.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

-In a challenging retail environment, PUMA wanted to emotionally engage young Chinese women enough to drive online sales of their new ballet inspired En Pointe collection
-Based on key insights, we spurred a movement, encouraging Chinese women to #dancewithoutfear.
-Our activities spanned onand offline, but were all seamlessly connected both through the theme and our ferocious drive to PUMA’s online sales platforms.
-The result was astonishing: 4.1 million people watched our livesteamed launch event
-Chinese women integrated the campaign into their lives and started to use the hashtag, making it a national expression for going outside of ones comfort zone
-The love for the movement converted into sales: online sales increased with a whopping 68% vs last year, making PUMA achieve the holy grail of sports marketing: touching the hearts and souls of the young and fashionable mobile savvy Chinese women