PUMAFAM African Cup of Nations activation

Through the eyes of content creators, PUMA wanted to immerse its French communities in an international football competition, the CAN 2024. We proposed a 7-day immersion with two angles: a journalistic work to make discover a country, the Ivory Coast but also a return to the sources for a creator native of the country. SPK Activate has chosen to work with local content producers to produce a series of formats: - IG Reels content to highlight the "Back to Basics" promise - Highlighting the passion for football in the Ivory Coast PUMA federation. - Take advantage of the local environment to produce photo reports on the brand's products. - To produce a long Youtube format during these 7 days to celebrate Africa through its major tournament. These campaigns have been deployed across all activation levers: social media, influence, etc.

Customer

Puma

Skills

Activation Strategy, Content creation, Influencer Relations

Year

2024

Activate an ecosystem around a powerful asset.

CREATE ACTIVATIONS BASED ON STRONG STORIES

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PUMAFAM African Cup of Nations activation_430

PUMAFAM African Cup of Nations activation_431

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Strategy

SPK Activate proposed an innovative activation to PUMA France that would enable them to speak out in a differentiating way at a key moment in the sporting calendar. The promise was to create an immersive experience that would treat the athlete with the competition and go beyond with the creation of cultural content.

Creation

By relying on local content creators, we were able to take advantage of a distinctive style that gave a real colour to the different content. Most of the content was used on PUMA France's social networking platforms.

Amplification

Our entire activation plan relied on 2 content creators who were able to speak in different territories while still being highly impactful and engaging.