At the heart of The Language of Attraction campaign was Puma Dance Dictionary, a unique messaging platform, that translates words into dance. A social tool that lets people encrypt messages into dance moves.

Not just an integrated marketing campaign. A whole new language that comes to life in digital, social, broadcast, in store and experiential.

This was the first campaign by Puma Fragrances that had the objective of being truly social – a ‘pull’ rather than a ‘push’ campaign. Objectives focused on measurement of engagement levels, time spent with the campaign, and shareability.

The campaign generated an unprecedented level of online/social success for Puma Fragrances, creating a positive effect on product launch, and a halo across the whole brand.

· A 900% increase of visits to the site, with a dwell time of over a minute.

· Consumers spent over 3.7 million minutes engaging with the Dance Dictionary content, with a quarter of consumers going on to share a message.

· Youtube views of the it's content increased by 3,300% vs previous campaigns.

· Global brand mentions increased on social channels by 124% within a month, with a 1,347% increase on Twitter alone.