PUMA

Objective

PUMA has chosen TikTok musical discovery RSKO as an ambassador for the latest version of its iconic sneaker, the RSX Efekt! To celebrate this eagerly-awaited launch and collaboration, PUMA devised a brand-new campaign on TikTok, fully blending RSKO's musical universe with its own.

On April 12 2023, PUMA, RSKO and Warner Music France organized a concert for the first time in front of a live audience, which was broadcasted live and exclusively on TikTok from the official PUMA (@puma) and RSKO (@rsko94) accounts! It's a daring move that allows PUMA to connect with the artist's highly engaged TikTok community, while creating engaging and product-related content and for RSKO to continue his amazing rise on the platform. The objective was to drive mass awareness around this live concert event in order to maximize live viewers & users engagement during the live on TikTok.

Solution

To maximize their reach and engagement on TikTok around this live event, PUMA has implemented a strategic activation plan using smart bundling with a teaser phase before the live event, media amplification on DDay, then a post event campaign, partnering with RSKO via the TTCX program.

To raise awareness around the live event, on DDay, PUMA bundled the two media live formats TopView to Live and Community Interaction to Live .

Smart Bundling

PUMA utilized a smart bundling approach by combining different ad formats to diversify their content and engage TikTok users effectively. They reached high visibility and impact by leveraging three key ad formats: TopView to live, which allows to redirect on the website and then on the live when it has started, Community Interaction to live, which allows to redirect people to the live, and Auction Infeed.

Partnership with TTCX Program Creative Agency

To enhance their creative output, PUMA partnered with the TTCX program creative agency to create contents with their ambassador RSKO. This collaboration allowed to develop engaging and authentic content that resonates with the TikTok community, effectively announcing and creating excitement around the live concert event.

Results

High Engagement on TopView to Live

The media format TopView To Live generated mass awareness and engagement around the event with a +14% increase in engagement rate, and a +8.6% increase in CTR The campaign's strategic approach and engaging content captivated the audience, resulting in remarkable engagement rates and CTR.

High Engagement on Community Interaction to Live

The media format Community Interaction To Live generated mass engagement driving people to the live event & engaging with the live with outstanding results. This format allowed to generate a +203% increase in engagement rate, and a +30% increase in CTR. This media amplification during the live concert made it possible to drive remarkable engagement rates and CTR.