(English) PUMA is one of the best-selling brands in the world that provides hot-sale sports apparel items. As the sportswear products available in the market are highly homogeneous whilst new products are introduced quickly, it is challenging to expand Puma’s target group while pinpointing target audience precisely in a highly competitive online environment.
(English) Leveraging iClick Interactive’s proprietary data platform, we created Puma’s target audience profile based on their basic attributes including demographics, interests and behavior characteristics. We then expanded the data pool based on our own data intelligence to further widen audience reach.
1. Precise Audience Identification
Harnessing its data platform, iClick Interactive accurately identified Puma’s target audience in 6-dimensional array based on the predefined audience profile and previous campaign data.
2. Widening Audience Reach
We then pinpointed the highly potential target audiences across platforms based on above attributes to build Puma’s unique audience group. “Running audience group” and “Soccer audience group” were then created by looking up audience with similar traits and behavior on PC and mobile devices (lookalike model) to further expand the audience reach.
3. Precise Retargeting
User tags were applied to each of the identified audience groups to enable ad personalization and as a result, boosting CTR. All online actions taken by the target audiences (clicked / browsed the Ad) were captured for further retargeting.
(English) The campaign scooped the Best Use of Programmatic – Data Application Award at Golden Mouse Digital Award 2018.