The cost-effectiveness of using traditional media to show branded entertainment is diminishing. Using social media to launch campaigns and content is now the norm—and standing out requires finding creative ways to do it.

Our goal was to reestablish performance credibility with young sports fans who had started to view PUMA as a lifestyle brand. To do that, we focused on our athletes and launched the Faster Delivery series through their social media handles before posting to our own. Tapping into their fan bases allowed us to build momentum.

The video series resonated strongly with fans—gaining over 1,300,000 views on YouTube, Facebook and Twitter and triggering a demand from followers to receive a Faster Delivery of their own.