audience Insights

AND Growth strAtegIes

PUMA: CONTENT FOR GROWING AND ENGAGING AUDIENCES

• 57% listeners Clicked through to WEBsite

• 1 in 3 Had a greater brand affinity

• 100% PUMA AMBASSADORS SUPPORTED THE WORK AND SHARED MESSAGING ACROSS THEIR PLATFORMS LEADING TO HUGE AMPLIFICATION

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In 2021, Puma’s “Fearless” campaign was a statement without actions and not prevalent in their channels. In pitching this project I asked, “What kind of change do women want to see, how can we make sport better for women” and Puma wanted to own that conversation.

Action

  • PUMA Oceania launched the "Fearless" podcast series as part of its "She Moves Us" platform, aiming to address and challenge gender inequalities in sports through content series amplified through video, social media, PR, radio and EDM campiagn, with a modest budget for media-buys in social channels.

  • The series featured in-depth conversations with 15 female athletes and professionals from diverse backgrounds, sharing their experiences and insights to highlight and discuss invisible inequalities that exist in sport.

  • To provide a platform for female voices to be heard - including intersectional and LGBTQIA+  groups/representation and enable conversations about women in sport we created a content series through a podcast with partners who could amplify the series in mainstream media channels.

    Impact:

  • Most engaged audience women 18-50 and highest result from Listner’s data in engagement. BKM in NZ grew listener base by 28%.

  • It started conversations in social media and within the sporting community - especially AFLW and NRLW which created further growth channels. Through our media partners - it changed the way they were cross promoting male and female audiences.

  • The podcast series successfully opened essential dialogues - internally and externally -providing an opportunity to focus on improving cultural changes that were needed to bring all audiences into the mix.

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PUMA: A MOVE FROM AWARENESS TO ENGAGEMENT

• 100% FELT PROGRESSED THEIR KNOWLEDGE FOR A FUTURE IN SPORT

•100% FEEL MORE SUPPORTED IN THEIR SPORTING JOURNEY THAN THEY DID PRIOR.

Building on the momentum of the "Fearless" podcast, I worked with the marketing team to go from “talk” to “walk”.
The "PUMA Accelerator" program launched in 2022, on the back of insights gathered through the “Fearless” campaign. It was clear Puma could actively begin supporting the next generation of elite female athletes.

Developed in collaboration with Women's Agenda, the seven-week virtual course offered best-in-class industry advice, mentoring, and networking opportunities.

  • Action:

    • Expert speakers shared essential knowledge, training and know-how into a curriculum that was rolled out over an 8 week live sessions.

    • The campaign launch invited up and coming athletes to apply for 50 spots (700 applied).

    • Developed, built and ran a bespoke platform partnering with Women’s Agenda as content and media partners.

    • Allowed 24/7 engagement which remained live throughout the course and hosted events, course information, chat rooms and resources.

  • Impact:

    • Equipped rising athletes with confidence and skills to prepare for careers as elite athletes and create content for the brand.

    • Strategic partnering meant it was shared across Ambassador’s and experts channels leading to greater reach and amplification.

    • The success of the 2022 program led to its continuation in 2023, aiming to elevate the careers of between 50 and 80 female athletes across Oceania.

Through these initiatives, I helped PUMA has demonstrated a strong commitment to addressing gender inequalities in sports and empowering female athletes across Australia and New Zealand which has created a cultural shift internally and externally.