About Puma Run
PUMA is a German company specializing in sportswear manufacturing, founded in 1948. Known as “the brand with the leaping feline,” it is now the third-largest sports equipment manufacturer globally and operates in more than 120 countries. PUMA strives to innovate in marketing and advertising to reach specific audiences and strengthen its brand awareness.
How to increase brand awareness among running enthusiasts in France
As part of the development of its running product line, PUMA aimed to increase its brand awareness among running enthusiasts in metropolitan France. To achieve this, the company relied on a digital out-of-home advertising campaign, using real-time programmatic buying to maximize its impact.
Puma Run DOOH campaign strategy
To execute this campaign, PUMA partnered with Havas and several key players, including JCDecaux, VIOOH, Clear Channel – Doohyoulike – ECN, and Broadsign. The strategy was based on the exclusive purchase of DOOH spaces targeting running enthusiasts with precision.
Through Displayce DSP platform, the campaign employed pre-bid affinity targeting, ensuring that only billboards over-indexed for the “Running” audience were purchased in real-time. This approach ensured optimal dissemination of the advertising message to the most relevant consumers.
Results
The effectiveness of the campaign was measured through a brand lift survey conducted by Happydemics. This analysis enabled a comparison of the impact of two creative versions and an evaluation of the brand awareness increase within the targeted segment.
Thanks to this innovative and ultra-targeted approach, PUMA maximized the efficiency of its advertising budget, reached a qualified audience, and strengthened its image among runners in metropolitan France.