Increase in Market Share
Meta ROAS
Meta Click-through-rate
YEAR / 2023
Puma
Strategy
Paid Advertising
Digital Marketing
Content Creation
Email Marketing
Following the success of their American revamp, Puma sought to expand their market presence by relaunching Puma Hoops in Australia. Baseline collaborated with Puma Basketball and Throwback Store to establish a genuine connection with Australian basketball enthusiasts while maintaining the brand’s unique identity.
The Challenge
Puma Hoops had already disrupted the American basketball footwear market, but replicating this success in Australia posed distinct challenges. The objective was to deliver an impactful launch that resonated with Australian consumers while adhering to Puma and Throwback’s brand guidelines. It was imperative to generate sales from the outset, striking the right balance of authenticity, innovation, and cultural relevance to ensure the brand’s successful integration into the Australian market.
What We Did
Baseline developed a multifaceted strategy that combined creative content, digital marketing, and on-site branding to launch Puma Hoops effectively:
Creative Content: Using Adobe Premiere and Photoshop, Baseline produced captivating launch videos and graphics to curate excitement online and in-store. Custom-designed decals crafted in Adobe Illustrator guided customers to Puma Hoops displays in Throwback’s flagship store.
Paid Advertising: A targeted ad strategy was executed across Meta and Google platforms, focusing on both brand awareness and conversions. Initially, the campaign aimed to build awareness and drive sign-ups, transitioning to driving immediate sales and establishing a strong foothold in the market.
Website Optimisation: Through custom Shopify Development, Baseline transformed Throwback’s website with bespoke landing pages, enhancing user experience and reinforcing the brand’s launch narrative.
Email Marketing: Leveraging Klaviyo, Baseline implemented an email marketing campaign to drive traffic to the online store and encourage in-store visits. Sign-up forms and pop-ups were strategically used to build segmented audience lists, allowing for highly targeted messaging. Puma’s brand awareness was largely driven through these email efforts, which created an authentic sense of excitement and community around the launch.
Outcome
The Puma Hoops launch exceeded expectations, firmly establishing the brand in the Australian basketball market. Key results include:
Puma Hoops gained over 10% market share of footwear sales within Throwback’s product range within the first month.
The paid advertising campaign delivered exceptional performance metrics, including an standout ROAS of 8.7x and CTR of 6.5%.
The seamless integration of digital and in-store marketing efforts drove increased foot traffic and online engagement, solidifying Puma Hoops’ presence in Australia.
Final Word
Through a meticulously planned and executed strategy, Baseline redefined the Australian launch of Puma Hoops, blending creative innovation with data-driven digital marketing. The collaboration with Puma and Throwback Store not only introduced the brand to the local market but also ensured its prominence as a leading player in the Australian basketball footwear space.
