Puma Australia
12 Days of Giving campaign

November is always a huge month for Puma Australia, with sales, special promotions and new product launches. The challenge for the Puma e-commerce team came in December when sales traditionally tailed as consumers become a little ‘shopped out’. Our brief was to come up with an exciting new campaign for launch at the start of December to maintain the sales momentum achieved in November for as long as possible. This included a pre-launch campaign at the end of November to ‘whet the appetite’.

In addition to the sales objectives, Puma also challenged us to grow their database by encouraging 15,000 new customer signups (normally around 500 per month is a good result).

To capitalise on the Christmas retail period, we developed a campaign called the ’12 Days of Giving’. The concept was simple. Rather like an advent calendar, every day for 12 consecutive days Puma would release a new and exclusive retail offer. To create excitement and urgency, it would only be available for 24 hours. But importantly, it could be passed-on to family and friends as long as they gave us their email details.

The campaign was hugely successful, over-delivering on all KPIs (including new database signups) and smashing sales expectations. It delivered the highest 24-hour sales periods in Puma e-commerce history, worldwide. The campaign became a global case study by setting a new strategic and creative benchmark for successful e-commerce campaigns for the company.