Advertiser: PUMA
Agency: DROGA5
Category: Interactive
Strategist: Ana Andjelic (Droga5)
Art Director: Jonas Ahlen (Droga5)
Copywriter: Johan Gerdin (Droga5)
Executive Producer: Lindsey Slaby (Droga5)
Associate Creative Director: Roxana Zegan (Droga5)
Executive Producer: Sally-Ann Dale (Droga5)
Creative Chairman: David Droga (Droga5)
Art Director: Kathrin Laser (Droga5)
Account Director: Leslie Kretz (Droga5)
Executive Creative Director: Nik Studzinski (Droga5)
Senior Producer: Amber Wimmer (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Outcome
According to Tumblr’s own data, top posts from The 100 Meter Shop generated 22+ million impressions. This number is based on the amount of times certain posts were shared.To put this in perspective, with brands fighting for fans’ attention around the track, this number equaled 275 Olympic stadiums. In total, we posted 438 posts over the course of four weeks, and each post was shared approximately 230 times. The fan base grew steadily during this time.
Implementation
We turned to Tumblr, the place where fashion drives conversation. Through August, we sold the collection from the PUMA 100 Meter Shop, a site that actually measured 100 meters from start to finish.On the site we paired the collection with interviews of local Jamaicans living in London, street-style finds and posts from PUMA events.
Relevancy
Since PUMA wasn’t an official Games sponsor and therefore not allowed near the action in London, it forced us to look for ways to promote the collection online.Setting up an online pop-up shop instead of driving to PUMA.com enabled us to pair the collection with information that people naturally share online (especially on Tumblr). Shareable content helped more people discover the site and collection.
Client Brief Or Objective
Introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.