How Puma’s multichannel approach could pay off

The news: Puma launched its “Go Wild” campaign on Thursday across digital, social, TV, retail, out-of-home, PR, and other channels, marking its largest marketing investment to date.

“Go Wild” is based on research of over 10,000 consumers worldwide and saw Puma redefine its segmentation approach—which has so far proven successful.

• Pre-tests conducted by System1 found that “Go Wild” ranked in the top 5% of the most impactful sales-driven ads; in the top 1% for long-term ratings in the US, Germany, and China; and in the top 25% of the most successful ads in additional markets, per Marketing Dive.