Setting pre-Xmas sales records
Puma 12 Days of Giving
Campaign landing page
Puma Australia has drawn from the brand’s unique global heritage in sports and high credibility in the latest lifestyle trends to become one of Australia’s most successful companies in its category.
November is always a huge month for Puma Australia. With sales, special promotions and new product launches, their customer base knows it’s a time for increased activity and the chance to grab the latest trends and bargains on the products they love. The challenges for the Puma e-commerce team historically came in December when sales traditionally tailed off significantly as fans of the brand are 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 passed-on to family and friends as long as they gave us their email details.
For three weeks prior to campaign commencement a combination of paid social posts and EDMs to the existing database were used, with an extra incentive for people to sign up like-minded friends.
The landing page launched at midnight on December 1, revealing the first offer of the campaign. This activity continued for the next 11 days with a new offer revealed every day. Ongoing EDMs and paid social posts ran throughout the campaign, maintaining a steady flow of interested traffic to the landing page on a daily basis.
The campaign was also supported via POS and rotating displays in selected Puma stores nationally.
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.