Client: Puma

Focus: Analysis of campaign results, creating a report including next steps and recommendations.

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EUROPEAN LAUNCH EVENT FOR PUMA VELOPHASIS / FEBRUARY 2023

Three days take over of the futuristic venue Lobe Block in Berlin to celebrate the Velophasis Phased launch.

WHAT HAPPENED

• Social shoot with local talents to create unique imagery
• Art performance in partnership with SleekMagazine, inspired by the key message of future archaeology

• A sculptor workshop hosted by a localartist over two days with 75 selected influencers

• Launch Party with tastemakers, influencers & opinion leaders from Berlin

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DETAILS

The project involved planning and executing a launch event for Velophasis, with several key objectives in mind. The primary goal was to create brand heat and craft a unique story that will capture the attention and imagination of the target market. We also aimed to drive sell-through and extend visibility with media and accounts throughout Europe, with a particular emphasis on incorporating a clear social media strategy.

To ensure that the event resonates with the target consumer, PUMA worked directly with them to analyze their preferences and interests. Additionally, a memorable moment was created that will stay with attendees long after the event has concluded.

As part of the influencer marketing strategy, the plan was toleverage influencers to promote the key franchise, generating word of mouth through distinctive storytelling. By bringing together a variety of tactics and strategies, the launch event was a huge success, helping to establish Puma Velophasis as a product that resonates with its target market and creates a lasting impact.

WHAT I DID

I prepared a post-campaign report to evaluate the effectiveness of seven distinct marketing activations that were implemented, encompassing analytics from the influencer workshop and photoshoot, PR, the launch event, retailers, owned channels, third-party coverage, and earned content.