Target Puma Fast Rider is an old product of fashion company Puma.. Business goals and marketing goals Business objectives: Add 600,000 new customers to buy and use Puma Fast Rider produc
5
Introduction
Puma SE (official brand name PUMA) is a large German multinational company with its headquarters in Herzogenaurach, Bavaria, Germany The company was founded in
Founded in 1924 by Adolf and Rudolf Dassler as Gebrüder Dassler Schuhfabrik, PUMA specializes in fashion and sports shoes for football, running, gym training, golf, and motor racing PUMA highlights a 65-year history of delivering agile product designs for the fastest athletes on the planet and pursuing ongoing advances in performance innovation, cultural trends, fashion, and style With sales exceeding €5 billion and about 14,000 employees by 2020, the brand now distributes product lines in more than 120 countries, including Vietnam through Maison JSC.
Puma’s corporate vision is to be the most desirable and sustainable Sport Lifestyle company in the world, a statement that anchors its strategic focus This vision is aligned with PUMA Vision, the company’s main thrust for sustainability efforts, ensuring that every initiative supports both brand desirability and environmental responsibility In practice, the vision highlights global leadership in sport lifestyle branding while embedding sustainability at the core of Puma’s growth trajectory.
Puma's corporate mission is to be the fastest sports brand in the world, a goal captured by the Forever Faster mantra that signals the company’s relentless drive to outpace the competition in the sporting goods, apparel, and accessories market This mission emphasizes speed to market, innovation, and performance as core pillars, with main components including a continuous push to stay ahead of rivals, rapid product development and deployment, and a global focus on growth through efficient operations, cutting-edge design, and strong brand momentum.
Puma's core values—be brave, be confident, be determined, and be joyful—define the brand's identity and position it at the level of the world's top athletes By adopting the traits that characterize elite performers, Puma signals that it operates on the same plane as the best in sport, embedding courage, self-belief, perseverance, and joy into its products, campaigns, and culture.
4 Overview Puma Fast Rider products
The Fast Rider, developed in the 1980s by Armin A Dassler, the son of founder Rudolf Dassler, marks a milestone in PUMA’s sports shoe history Dassler integrated the ingenious Federbein sole concept into a jogging shoe, creating a model renowned for its cushioning properties.
The Fast Rider OG debuts a shock-absorbing Federbein outsole paired with a rider foam midsole for high rebound, delivering responsive cushioning underfoot It arrives in the original vibrant, 80s-inspired colorways and features a lightweight upper made from breathable nylon with suede overlays, plus minimal padding and lining for a streamlined, comfortable fit.
IMC objectives
Puma Fast Rider, a heritage sneaker from Puma, is marketed as a timeless yet contemporary icon that blends retro charm with modern performance Campaigns emphasize translating its vintage roots into a fresh, urban image designed for sneakerheads, sports enthusiasts, and vintage‑style aficionados This approach reinforces Puma’s brand heritage while keeping the Fast Rider relevant in today’s market by marrying classic design with current fashion and sports trends.
2.1.1 Business goals and marketing goals
Add 600,000 new customers to buy and use Puma Fast Rider products Marketing objectives:
Increase the level of interaction with the brand
Increase consumer loyalty to the product.
Reaching nearly 3,000,000 main target customers globally to access PUMA Fast Rider products.
Reach at least 1,800,000 customers after approaching and product awareness will switch to Likeing.
Reach 100,000 loyal customers and use the brand's Puma Fast Rider products. Can connect Puma with the style and fashion philosophy of Generation Z and Millennials of Vietnam
Target Audiences
Target customers: Middle-class people
Customers of Generation Z Customers of the Millennials
Age From 11 to 24 years old From 25 - 40 years old
Income 6 million VND Over 10 million VND
Demographic Occupation Student Freelancer, office worker, sports athlete
Embrace a modern, active lifestyle centered on sports and healthy living, staying energized, fit, and up to date with the latest wellness trends This approach blends regular athletic activity with ongoing self-improvement, continually refining routines to fit personal goals and tastes By embracing new trends and tailoring them to your life, you can confidently showcase progress, style, and a lasting commitment to well-being.
Geography Urban areas and large cities are willing to buy Urban areas and large cities are willing to buy products products.
Psychology Focusing on products with beautiful designs, Focus on high-quality, comfortable, high quality and trending, influencing brand convenient products that influence brand elements factors.
Fashion is an important factor in their life Fashion is essential in their life Passion for old things (retro trend) Passion for old things (retro trend)
Perception: Having their own stance, less influenced by trends and less following the crowd Easily influenced by images of famous Quality and design are more important than people and often follows the crowd price.
Tends to follow emerging movements,
Price and design are more important than quality.
Place of Shopping mall, online, store Shopping mall, online, store purchase
Usage rate High (per day/week) High (per day/week)
Information Personal sources (friends, colleagues, family, Personal sources (friends, colleagues, family, sources relatives, word of mouth), relatives, word of mouth),
Commercial sources (stores, advertising, internet, Commercial sources (stores, advertising, internet,
And public sources (radio, television stations) And public sources (radio, television stations) images, newspapers, electronic newspapers and images, newspapers, electronic newspapers and websites/web portals, social networks) websites/web portals, social networks)
Search interests Trend, design, price, fashion Trend, design, price, fashion
Brand loyalty Average High, loyalty to certain brands
Location - Urban and big cities in Vietnam
Expected benefits - Prioritize products with high profits and great awareness.
- Products continuously develop and stabilize every year.
- Support for manufacturers in terms of storage, transportation, and display.
- There is a source of goods to fully supply to the distributor.
Behavior - There are promotions for consumers
- Buy multiple products from the manufacturer at discounted quantity prices.
Facebook; Instagram; - Groups, forums about sneaker and fashion
Linked; Forum - Fan pages about sports shoes, fashion on social networking sites (GTV, Kem Media, La Sneaker)
Expected benefits - Information about new products
- The stories and history of the product's formation
- Model, material, color of the product
- Famous brands in the world
Behavior - Provide information to members of the group
- Create topics for public discussion
- Give opinions as well as opinions about the product
Program
Cognitive Stage Affective Stage Behavioral Stage
Goals - Create awareness with the product Puma Fast Rider - Promote customer interaction with - Increase the loyalty of new customers to the for young people and Gen Y is preparing for Tet Puma Fast Rider products, increase the brand holiday in Vietnam number of people consuming the - Connecting Puma and the fashion
- Emphasizing product image positioning in retro product philosophy of Generation Z and Vietnamese style but fresh and representing modern lifestyle - Increase excitement, love with the Millennials. product.
Objectives (01/01/2022- 31/01/2022): - Impact on the perception of society - The campaign will focus on reminding
Old but cool: PUMA Fast Rider's big idea fuses classic style with a modern vibe so that 'old but cool' resonates with consumers who want a retro-inspired look that still feels contemporary This positioning builds an association between timeless aesthetics and everyday performance, stimulating curiosity and desire among shoppers The messaging targets a conversion rate goal of about 40%, turning interest into action by promising that PUMA Fast Rider delivers both retro charm and today’s comfort In short, the approach clarifies the product’s value, attracts the right audience, and converts browsers into buyers who want PUMA Fast Rider.
- To attract and reach at least 3,000,000 customers - Bringing back the classic in style of to use it into customers who actually use
Puma Fast Rider products. nationwide.
Gen Z and Gen Y - Build campaigns with the goal of connecting
- Reach at least 50% of customers who are aware of and understand the retro style of Puma Fast Rider - Reach 500,000 new customers between PUMA and target customers.
- Reach 100,000 loyal customers and use the products.
- Make the product continue to become the Top of brand's Puma Fast Rider products. mind of the target customer compared to the Retro shoe lines of competitors.
- Reach at least 1,800,000 customers after approaching and product awareness will switch to Liking.
- Reaching 33,000,000 hits on mass media.
Message Old But Cool Old But Cool Cool Dad
Strategic pillars include executing viral campaigns and launching a TVC to raise awareness of Puma Fast Rider products By expanding touchpoints with the target audience, these activities create more opportunities for engagement and reinforce Puma Fast Rider in the consumer’s mind The objective is to build an engaging playground for target customers—a dynamic space where Puma Fast Rider resonates, drives recall, and lifts overall brand value.
Strategic social media advertising drives buying behavior among target customers while simultaneously boosting trust in the brand and fostering platform engagement By clearly communicating the product’s core value and the authentic experience of first use, this approach conveys the spirit of the product and builds lasting loyalty among the target audience.
Tactics (01/01/2022- 31/01/2022): - Building sales promotion programs - Banners, posters at Puma stores
- Building and deploying TVC - Reach target customers through - Deploying new TVC
An integrated promotional plan combines LED screen advertising and posters with influencer campaigns on Instagram and TikTok to promote products at Sneaker Fest events, in apartment buildings, at commercial centers, and on outdoor banners, while YouTube serves as a key platform for video-based promotion The strategy coordinates cross-channel activity across social media and mass media, offering discounts to celebrate Father’s Day to engage a niche audience of sneaker enthusiasts and fashion-forward consumers This multi-channel approach expands reach, boosts engagement, and drives conversions by leveraging influencer credibility, eye-catching displays, and targeted placements.
(01/02/2022 - 28/02/2022): - Continue to advertise in the media.
- Building and deploying viral clips - Sponsor the Color Me Run 2022
- Promotions and discounts for Tet events festival event, with coupons included
- There are product promotions on e-
- Promotions and discounts for "Back to school" events at stores and on e-commerce platforms commerce platforms.
- Launch of posters, banners on stores and on Puma Viet Nam website
Tools Advertising, Sale Promotion, PR Advertising, Sale Promotion, PR, Advertising, Sale Promotion, PR, Direct
Character Has a classic, simple fashion style
Rapper, Influencer, Model Having a great influence on the Vietnamese music listener community, especially the GenZ and GenY generations
Key Old But Cool message
The video opens with Đen Vâu asking, “When do you look so COOL?” as he returns home, wrestling with how to dress to feel cool and how to craft his own style, only to stumble into a creative deadlock Along the way, he spots a large group of young freestylers and is drawn to their energy, eventually being recognized for his talent after delivering a few impressive lines That moment restores his confidence and echoes his early days, and as the music swells, he steps onto a big stage in casual clothes, the audience cheering, wearing PUMA Fast Rider shoes The campaign hinges on redefining cool with Puma Fast Rider—Old But Cool.
Vehicles Youtube, Intagram, TikTok, Facebook, Fanpage of Puma Viet Nam
Source LowG, Ricky Star, Lăng LD, Tlinh, HIEUTHUHAI, Yuno Bigboy,
Character Have a unique and creative fashion style
Influencer, Rapper Has a high aesthetic taste, greatly influencing the gene Z
Key Old But Cool message
Content It opens with a scene where rappers from the North, Central, and South
Twelve performers take the stage in outfits that span diverse styles, each expressing a distinct personality They then receive a secret phone call and converge on a large, shared stage, standing on equal footing as a single, unified group The moment highlights Puma Fast Rider footwear, showing that diverse styles and personalities can be united by the same sneaker.
Vehicles Youtube, Intagram, TikTok, Facebook
Den Vau x Puma Fast HCMC: Nguyen Van Troi 02/01/2022 -
Billboard Rider image with the crossroads
31/01/2022 message "Old but Hanoi: Khuat Duy Tien
31/05/2022 message "Old but Vincom Dong Khoi, Van
Poster, Cool" Hanh Mall, Crescent
Announcement of Hanoi: (Vincom 07/02/2022 - promotions for the Metropolis, Vincom Tran 28/02/2022 occasion of “Back to Duy Hung, Royal City)
HCMC: (Saigon Center, Vincom Dong Khoi, Van
Product discounts for Hanh Mall, Crescent advertising, Mall)
30/01/2022 Tet holiday posters Hanoi: (Vincom
Metropolis, Vincom Tran Duy Hung, Royal City)
Puma đốn Tết” gift30/01/2022 face mask
07/02/2022 - Promotion for the occasion of “Back to 14/02/2022
HCMC: (Saigon Center, Puma to celebrate
At store Hanh Mall, Crescent Mall)
07/02/2022 - Promotion for the Hanoi: (Vincom Metropolis,
Vincom Tran Duy Hung, occasion of “Back to
Channel Timeline Vehicles Content Reach
Fanpage Facebook, Post an introduction 01/01/202 Instagram about the upcoming
158.000 and Website product in Vietnam
2 of Puma Puma Fast Rider
Post Tet greetings and Facebook,
2 directly at stores and on of Puma e-commerce platforms Vietnam
Electronic Online media newspaper Introducing the new
At least 03/01/2022 SNKRVN product Puma Fast
5,000 fashion and Rider life column
Vietcetera online Introducing the new
At least 03/01/2022 newspaper, product Puma Fast
10,000 fashion and Rider life column
Introducing the new newspaper At least
03/01/2022 product Puma Fast with fashion 10,000
03/01/2022 Electronic Insert poster about the At least newspaper combination of rapper 10,000
“ĐẸP” Den Vau's image with magazine, Puma Fast Rider, and fashion interview article about
14 section rapper Den Vau's retro style
Den Vau uploads Viral At least 3 01/01/2022 Facebook ads Clip on his personal million
KOLs 08/02/2022 Facebook ads LowG, Ricky Star, At least 7
HIEUTHUHAI, Yuno interactions Bigboy, Sol7 on their personal Facebook page
• Facebook Ads: 15s ad from TVC
Timeline Vehicles Content Location Reach
Den Vau x Puma Fast Ho Chi Minh City:
Nguyen Van Troi 31/03/2022 - Rider image with the
Hanoi: Khuat Duy Tien Cool" intersection
25/04/2022 - Led 20% off program for Sala urban area, Dai advertising, the occasion of April Quang Minh, District 2 _
Riverside ecological urban area, Long Bien
HCMC: (Saigon Center, Vincom Dong
PUMA sponsors Khoi, Van Hanh Mall,
Poster Color Me Run festival
Order a model of a 30/04/2022 - Guerrilla pink leopard (black
30/05/2022 Marketing Ham Nghi style Puma Fast Rider shoes
Advertising - Event: Create a contest “Outfit Cool” with Puma the Old School
Idea: Match the outfit with Puma Fast Rider
Make a video game on Tik Tok, each video has 15 seconds and comes with a music link and hashtag #OldButCool of the organizers Time: 01/03/2022 –
Prize Structure: Based on Video Likes
Number of attendees: unlimited number of people
03/03/2022 Lazada, Tiki, Shopee Flash Sale
04/04/2022 Lazada, Tiki, Shopee Flash Sale
HCMC: (Saigon Center, Vincom Dong Khoi, Van
At store 25/04/2022 - Hanh Mall, Crescent Mall) discounts on 01/05/2022 Hanoi: (Vincom holidays 30/4 - 1/5
Metropolis, Vincom Tran Duy Hung, Royal City)
Channel Timeline Vehicle Requested content Reach
Social media Fanpage Post an
08/04/2022 Facebook, announcement to At least
16/04/2022 Website of Color Me Run people
Puma Vietnam festival 2022 25/04/2022 Fanpage Puma Post a notice of the At least
- Instagram and discount April 30, 8,330 01/05/2022 Website of 2022 - May 1, 2022 people
Electronic newspaper, about Color Me
23/04/2022 5,000 media fashion and life Run festival with people section main sponsor Puma
Sponsorship activities festival with 10,000 - tickets sold
At least Chau Bui's styling and product
Youtube images of Puma views Fast Rider
Send Notification to customers about product information with 10% discount voucher for PUMA stores on Shopee, Lazada, Tiki
Character Head of department, director, has influence on social networks or prestige in a field
Content Interference, cultural connection, style between Gen Y, Gen Z and Puma.
Busy fathers and time-strapped partners often miss chances to connect with their children, letting two generations drift apart in subtle, different ways A perceptive mom sees this growing gap and envisions a plan to bring everyone back together through shared activities that the whole family can enjoy She introduces common experiences—travel and playful moments—that create opportunities for bonding while letting each family member wear outfits that reflect their personality The unifying detail is simple and practical: Puma Fast Rider shoes on everyone’s feet The piece closes with images of families having fun together, illustrating how connection can be rebuilt when the family steps out in harmony.
17 freely running around with Puma Fast Rider, and taking commemorative photos in which Puma Fast Rider shoes act as household items and items. emotional attachment, style between members.
Vehicles Youtube, Instagram, TikTok, Facebook, Puma's Fanpage
Facebook Ads: 15s ad from TVC
Timeline Vehicles Content Location Reach
Images of fathers breaking out of work Ho Chi Minh City:
18/06/2022 - clothes and different Nguyen Van Troi
Billboard from the old youthful crossroads 23/06/2022 clothes with the Hanoi: Khuat Duy message "COOL Tien intersection DAD"
HCMC: (Saigon Center, Vincom Dong Khoi, Van 18/06/2022 - Led
30% off on all products Hanh Mall,
23/06/2022 for “Father’s day” posters Hanoi: (Vincom
Metropolis, Vincom Tran Duy Hung, Royal City)
Timeline Channel Vehicle Requested content
Ecommerce Lazada, Tiki, Shopee celebrate Father's day with
18/06/2022 - At store HCMC: (Saigon Center, 30% off program to 23/06/2022 Vincom Dong Khoi, Van celebrate Father's day with
Hanh Mall, Crescent the message COOL DAD
Mall) Hanoi: (Vincom Metropolis, Vincom Tran Duy Hung, Royal City)
28/06/2022 - The stalls at Sneaker Fest Voucher 30% off on select products and Puma Fast
Timeline Channel Vehicle Content Reach
Post about "Father's At least
18/06/2022 Social media Instagram and 10,000 day" discount program
Electronic Vietcetera online analysis of the At least 22/06/2022 newspaper fashion advertisement “COOL 5,000 media column DAD” Puma Fast people
At least newspaper “ĐẸP” sharing about the retro
22/06/2022 5,000 magazine, fashion style of 80s fathers is people section the dominant trend
Vlog Review of Puma At least
Youtube, Vlog to buy Puma Fast
At least Rider shoes for dad to
Implement Affiliate Marketing through KOLs on Instagram with purchase links on e- commerce platforms Shopee, Lazada
4.3 Detailed Action Plan and Timeline
(Affective Stage) (Behavior (Cognitive Stage)
Time Jan, 2022 Feb, 2022 Mar, 2022 Apr, 2022 May, 2022 Jun, 2022
Social Đen Vâu’s TVC “Old But Cool” 01/01 - 31/05
Media + Facebook Ads: 15s ad from TVC 01/03 - 31/05
Viral Clip “Old But Cold” of LowG, Ricky 08/02 - 31/05 Star, Lăng LD, Tlinh, HIEUTHUHAI,
Social Introduction of Puma Fast Rider products 01/01
Media on Facebook Fanpage, Instagram and
Post New Year greetings and sale 20/01 announcements directly in store and e- commerce platforms on social media fanpages.
Announcement about Puma 08/04 - 16/04 accompanying the Color Me Run festival
Post a discount notice on April 30 - May 25/04 - 01/05 1
Event Create a contest “Outfit Cool” with Puma 01/03 –
Out Of Billboard Den Vau x Puma Fast Rider "Old 02/01 - 31/01
Poster, Banner Den Vau x Puma Fast Rider 02/01 - 31/05
Poster, Banner 20% discount for some 28/06 - 30/06 products
Led advertises discount products for Tet 20/01 - 30/01 holiday
Led advertising, Banner program 20% off 25/04 - 01/05 for International Labor Day and Vietnam
Led advertising, poster program 30% off on 18/06 - 23/06 all products for "Father's day"
Poster, Banner announcing promotions for 07/02 - 28/02
PUMA poster accompanies Color Me Run 08/04 - 16/04 festival 2022
Sale program " Cù̀ng Puma đón Tế́t" on 20/01 -
Lazada, Tiki, Shopee and at the store (gift 30/01 mask)
Promotions and discounts on International 25/04 - 01/05 Labor Day and Vietnam Liberation Day
30% off program “Cool Dad” to celebrate 18/06 - 23/06 Father’s Day at Lazada, Tiki, Shopee and in stores Voucher 30% discount on some products 28/06- 30/06 and Puma Fast Rider series
PR Electronic Introducing new products Puma Fast Rider 03/01 media on online newspapers SNKRVN,
Review about Color Me Run festival with 23/04 main sponsor Puma
Post about "Father's day" discount program 18/06 on Fanpage Facebook, Instagram
Introduction and analysis of the 22/06 advertisement “COOL DAD” Puma Fast
Rider on Vietcetera, “ĐẸP” magazine
Black Vau uploads TVC on his personal 01/01 Social page
LowG, Ricky Star, Lang LD, Tlinh, 08/02 HIEUTHUHAI, Yuno Bigboy, Sol7 uploads Viral Clip on their personal Social pages
Sponsor the activities of Color Me Run 16/04 festival 2022
Chau Bui’s Vlog about retro style 04/05
Than Kinh Giay’s Vlog Review Puma Fast 04/06 Rider products.
Fabo Nguyen’s Vlog shopping Puma Fast 19/06 Rider for “Father’s Day”
Send Notification to customers about 03/03 product information with 10% discount voucher for PUMA stores on Shopee,
Implement Affiliate Marketing through 04/06 - 25/06 KOLs on Instagram with purchase links on e-commerce platforms Shopee, Lazada
Tools Content Unit price Quantity Estimated
Total budget Đen Vâu’s TVC “Old But Cold” 1 Bil VND 1 1 Bil VND
Social Media Facebook Ads 200 mil VND 2 400 mil VND
+ Internet Viral Clip of LowG, Ricky Star, Lăng LD,
Tlinh, HIEUTHUHAI, Yuno Bigboy, Sol7
TVC “Cool Dad” 460 mil VND 1 460 mil VND
Social media Post on Fanpage, Instagram 0 VND 5 0 VND
Billboard + cost rent 100 mil VND 4 400 mil VND
Poster, Banner + cost rent 3 mil VND 18 54 mil VND
Home Led advertising + cost rent 5 mil VND 21 105 mil VND
Guerrilla Marketing + cost rent 150 mil VND 1 150 mil VND
Sale program "Cù̀ng Puma đón Tế́t" Lazada,
Tiki, Shopee and at the store (donate masks)
Flash Sale Programs 150 mil VND 7 1,05 Bil VND
Sale Promotion Promotions and discounts on the occasion of
300 mil VND 1 300 mil VND 2,900,000,000 VND the holiday April 30-May 1 30% off to celebrate Father's day at Lazada,
Tiki, Shopee and at the store
Voucher 30% off some products 200 mil VND 1 200 mil VND
Electronic SNKRVN 15 mil VND 1 15 mil VND
Viecetera 30 mil VND 3 90 mil VND
HNBMG 15 mil VND 1 15 mil VND media “ĐẸP” magazine 45 mil VND 2 90 mil VND
Sponsor the activities of Color Me Run
1 Bil VND 1 1 Bil VND festival 2022
PR Chau Bui’s Vlog about retro style 50 mil VND 2 100 mil VND
Than Kinh Giay’s Vlog Review Puma Fast
Fabo Nguyen’s Vlog shopping Puma Fast
Send Notification to customers about product information with 10% discount
0 VND 3 0 VND voucher for PUMA stores on Shopee,
Implement Affiliate Marketing through KOLs on Instagram with purchase links on 100 mil VND 3 300 mil VND e-commerce platforms Shopee, Lazada
Measurement and Control
At least 5,000,000 views (Youtube) and reactions on Social Media channels The percentage of people sharing the content of Video reaches 40%
Rate of content displayed to online consumers: over
50% CTR (Click Through Rate) click/click rate 7-8%
Advertisement: TVC “Old But Cool”
Increase brand coverage and awareness by
Audience Growth Rate increases by 25%/quarterly
Applause Rate of each post reaches at least 10,000 interactions
Virality rate: in TVCs or viral clips posted on social media platforms, articles reach at least 30,000 likes with a viral rate of 45%.
Advertisement: TVC “Old But Cool”
Increase coverage and brand awareness by 10% compared to Stage 1 ROI increased by 5% compared to stage 1
PR:Chau Bui's Vlog views are at least 300,000
The percentage of tickets sold at Color Me Run festival reaches 90% of the specified tickets
Minimum turnover of each order is over 2 million
Increase brand coverage and awareness by
Rate of customers accessing the product: at least 500,000 customers
Sales: 10 approaches with 6 people buying the product Recognition rate from Activation Booth 60%
Minimum revenue per order 4 million
Risk analysis and contingency plan
STT Incident Risk Solution channel
When a viral clip has low views, few comments, or weak push clip interactions on YouTube, it can generate negative leads and increase Facebook ad skip rates Our team responds by creating a positive Facebook presence and maintaining an active YouTube discussion thread to keep conversations going.
Using Trueview ads, convey slogans and product features in 5 seconds so that customers can ignore but still understand the content of the Viral clip.
2 TVC - High rate of viewers Select a group of people to come and switching to other channels watch TVC during the advertising test
- Rate of GRP not reaching period They will be asked questions enough target audience related to the form and content of the
- Low interaction, audience advertisement, so that the company can misinterprets what they base on the comments to produce the most want to convey suitable TVC.
Choose to show ads during peak hours, between hot shows and dramas
3 Influencer, - Influencers and KOLs were
KOL caught in scandals during the evidence To avoid the case that the campaign influencers change, the marketing plan is
- Influencers, KOLs convey stalled or canceled. the wrong content of the
- It is necessary to work closely with that product's message influencer or the influencer's assistant to
Effective influencer marketing starts with a clear work schedule and well-defined deliverables, ensuring influencers and KOLs understand the brand’s requirements and asset usage Because influencers and KOLs shape outcomes, aligning expectations on timelines, content formats, approvals, and mutual commitments helps safeguard brand consistency and maximize impact A shared backup plan for both parties, covering contingencies, rights to brand images, and approved usage guidelines, adds resilience to the campaign and reduces risk if schedules shift Clear guidance on imagery and brand assets supports a cohesive brand narrative across channels.
- Before deciding to cooperate with any has previously revealed to influencer, make sure to carefully learn the audience. the information related to that KOLs, Influencer.
- Choose influencers with a clean lifestyle and private life, find out which influencer campaigns have participated in to compare and make a reasonable choice.
4 Media Banner, Poster, not as
Print a small quantity as a sample for publications when requested or when completion is delayed, and use this sample to evaluate the publication’s quality; if timing is impacted by the printer, implement a change plan and establish specific requirements for the printing vendor to ensure timely delivery.
- The program timeline is prepared 1-2 months before the campaign There are
27 backup lists for flexibility to change printers, and print in batches to keep up with the schedule
Many fan pages suffer from low engagement when they post similar content at peak hours or on weekends, which can misalign with audience expectations and blur the article’s core message The article explains that duplicating posts across time slots often misinterprets reader intent and fails to convey the true meaning Rather than resorting to seeders or other covert tactics to steer public opinion, focus on clear, authentic messaging, audience-relevant topics, and transparent explanations that help readers understand the article's purpose An SEO-friendly approach combines original content, timely posting during high-activity periods, and active engagement prompts to boost organic reach and clarify the article's core idea.
6 Activation Sneaker fest does not Negotiate extra fee to be accepted booth accept support for booking activation booths
Figure 6.1: Poster of Puma “COOL DAD” celebrating “Father’s Day ”
Figure 6.2: Coupon Discount 30% of Puma Figure 6.3: Puma’s Discount Poster for “Back to School”
Figure 6.4: Poster announcing the release of Puma Fast Rider product
Figure 6.5: Banner announcing the release of Puma Fast Rider product
Figure 6.6: Gift of Puma's Masks to celebrate Tet
Figure 6.7: Tickets to Color Me Run 2022 with main sponsor Puma
Figure 6.8: Puma brand identity for the campaign to bring back the Puma Fast Rider line