TAGS: Community/ Word of mouth / Product launch
Puma recently launched the new fragrances PUMA Create, using IpodSkin as acknowledgment tool for everybody who enters to make part of create community. Puma-Fragrances is a P&G brand. In this manner the brand engagement is created among the target group through co-creation.
OBJECTIVES AND TARGET GROUP
• Launch the new fragrances Puma Create
• Increase community and brand engagement
• Co-creation
• User generated content
• Give to Creators a tool to express their Creators Style
CAMPAIGN SETUP
The first step consists of judging murales on puma-fragrances website and then vote for one of them. In the second step the consumer (called creator) signs up for the create community and receives ipodskins at home. The creators can choose their ipodskins in two different colors blue and pink wich represente the different fragrances of Puma Create. Consumers are thus co-creating which stimulates the level of brand engagement.
CAMPAIGN RESULTS
The campaign has resulted in 3350 brand ambassadors who ordered their own Puma iPod skin. 75% of the orderers represented the age group of 10-35 years, with an average age of 30.8 and a peak lying at 26.
CAMPAIGN LINKS
Brands website: www.puma-fragrances.com
Order site:: www.puma-fragrances.com/it/create.htm
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