Puma Football: Facebook page & social activity
Can I kick it?
Can I kick it?
Puma Football: Facebook page
& social activity
Can I kick it?
The situation
Since the launch of Puma Football's Facebook page, they had grown their following to 200,000 fans over two years. But, content was repetitive, weakening, and fan engagement was dropping off.
So, after a few lollipops and nutmegs (and successfully avoiding any reducers or handbags), we won the pitch to reinvigorate their page. We didn't even need a magic sponge. It all came down to fans of the game talking to other fans of the game around the world, and giving them content that they actually wanted to like, comment on and share with their mates.
Puma had a wealth of football history to lean on, as well as supporting the future stars of the sport, and we had a limited, fixed-term contract of nine months to get Puma back into the game.
Client
Puma
Sector
Social media
Services
Art Direction
Graphic Design
The situation
Since the launch of Puma Football's Facebook page they had grown their following to 200,000 fans over two years. But, content was repetitive, weakening, and fan engagement was dropping off.
So, after a few lollipops, nutmegs, and no handbags after avoiding any reducers, we won the pitch to take on the challenge of reinvigorating their page. We didn't even need a magic sponge. It all came down to fans of the game talking to other fans of the game around the world, and giving them content that they wanted to like, comment and share with their mates.
Puma had a wealth of football history to lean on, as well as supporting the future stars of the sport, and we had a limited, fixed-term contract of nine months to get Puma back into the game.
Client
Puma
Sector
Social media
Services
Art Direction
Graphic Design
The situation
Since the launch of Puma Football's Facebook page, they had grown their following to 200,000 fans over two years. But, content was repetitive, weakening, and fan engagement was dropping off.
So, after a few lollipops and nutmegs (and successfully avoiding any reducers or handbags), we won the pitch to reinvigorate their page. We didn't even need a magic sponge. It all came down to fans of the game talking to other fans of the game around the world, and giving them content that they actually wanted to like, comment on and share with their mates.
Puma had a wealth of football history to lean on, as well as supporting the future stars of the sport, and we had a limited, fixed-term contract of nine months to get Puma back into the game.
Client
Puma
Sector
Social media
Services
Art Direction
Graphic Design
The solution
We kicked off by working closely with Puma to set up a content calendar based around players, matches, boot/kit launches and competitions.
From the beginning we set up a weekly lunch club with everyone working on the project. We'd sit in a room for an hour and share anything footy-related (or not, as long as it was useful or funny) to brainstorm a bunch of ideas for content that fans would love. Some of these ideas would become posts; others were presented to Puma that they would then create in-house and share.
With everything set in place, we got cracking on the content. We created posts about new boots, old boots, new kits, new signings, what types of players they are, and what types of player they wanted to be.
The solution
We kicked off by working closely with Puma to set up a content calendar based around players, matches, boot/kit launches and competitions.
From the beginning we set up a weekly lunch club with everyone working on the project. We'd sit in a room for an hour and share anything footy-related (or not, as long as it was useful or funny) to brainstorm a bunch of ideas for content that fans would love. Some of these ideas would become posts; others were presented to Puma that they would then create in-house and share.
With everything set in place, we got cracking on the content. We created posts about new boots, old boots, new kits, new signings, what types of players they are, and what types of player they wanted to be.
We also welcomed zombies and Father Christmas into the Puma Family.
We also welcomed zombies and Father Christmas into the Puma Family.
We even got Radamel Falcao to create a work of art with his feet.
We even got Radamel Falcao to create a work of art with his feet.
When shoot got real
We created a competition for fans to win real, match-worn boots and a training session with Puma's top players. This was no joke and definitely #ForReal (when hashtags were a thing).
With zero media spend, this was a social-only competition that ran across Europe. We created a short set of teaser posts showing match facts to get fans guessing; once the players' boots were revealed, fans were given a link to visit the competition website for their chance to win.
When shoot got real
We created a competition for fans to win real, match-worn boots and a training session with Puma's top players. This was no joke and definitely #ForReal (when hashtags were a thing).
With zero media spend, this was a social-only competition that ran across Europe. We created a short set of teaser posts showing match facts to get fans guessing; once the players' boots were revealed, fans were given a link to visit the competition website for their chance to win.
The results
How did we do? Within a few months, we managed to grow their audience to a milestone 500,000 fans. And by the end of the nine months, the Puma Football Facebook page had grown to a smidge over 900,000. Get in!
In our short time working with Puma, we more than quadrupled their social audience figures and put in place the foundations to set them up for their future social success.
So, to answer the question at the top of the page (and to paraphrase A Tribe Called Quest's tune, "Can I kick it?"), yes, we can, and yes, we did.
New Puma fans added
The results
How did we do? Within a few months, we managed to grow their audience to a milestone 500,000 fans. And by the end of the nine months, the Puma Football Facebook page had grown to over 900,000. Get in!
In our short time working with Puma, we more than quadrupled their social audience figures and put in place the foundations to set them up for their future social success.
So, to answer the question at the top of the page (and to paraphrase A Tribe Called Quest's tune, "Can I kick it?"), yes, we can, and yes, we did.
New Puma fans added
The results
How did we do? Within a few months, we managed to grow their audience to a milestone 500,000 fans. And by the end of the nine months, the Puma Football Facebook page had grown to a smidge over 900,000. Get in!
In our short time working with Puma, we more than quadrupled their social audience figures and put in place the foundations to set them up for their future social success.
So, to answer the question at the top of the page (and to paraphrase A Tribe Called Quest's tune, "Can I kick it?"), yes, we can, and yes, we did.
New Puma fans added
