PUMA and LaFourmi win Gold at the 2019 Grand Prix Stratégies du Digital awards
Leading sport brand PUMA has confirmed its strong reputation in the soccer world by winning Gold at the Grand Prix Stratégies du Digital award ceremony, in partnership with LaFourmi, in the “video produced for social media” category for its campaign developed for the 2018 World Cup in Russia.
The aim of the Grand Prix Stratégies du Digital is to recognize the very best of brand digital communications. Each year, the best communications operations are selected in 10 different categories by a jury formed of experts, agency directors, and marketing directors.
PUMA and LaFourmi won the award for their campaign developed for the 2018 World CupTM in Russia; reflecting its #NewLevels mantra, the strategy promoted PUMA athletes in the French national team through a live social campaign that developed according to the progress of the three PUMA stars competing: Antoine Griezmann, Olivier Giroud, and Adil Rami.
The fruit of an ambitious storytelling strategy, the campaign was based on full-illustration videos published live and near-live to cover the competition in as much detail as possible and to praise the players’ performances. Becoming a true social media saga, this strategy rode the current cultural trends for millennials (e-gaming, TV shows, etc.) and was enhanced by a powerful soundscape.
Over this period, a total of 1 teaser video, 44 reactions, 5 trailers and 132 posts were produced and published.
This resulted in record-breaking performances worthy of the brand’s “New Levels” mantra, with over 12M views, 40M people reached and most importantly a twofold increase in the brand’s sales of soccer products in France.
Meanwhile the Parisian concept store was completely decked out in the colors of the campaign the day after the World CupTM final. Two stars are now permanently associated with the PUMA Soccer assets.