Global sports brand PUMA teamed up with streetwear retailer Red Rat to offer Kiwis a unique opportunity. We know young Kiwis need a leg-up to break into creative industries - so we launched a mentorship programme that helped people passionate about music, dance or street art learn from a leading talent.
Our campaign needed to be multi-pronged, using both PR and social media to get in front of our digital-savvy audience. However, the big draw was our mentors: rap superstar MELODOWNZ, award-winning dancer and choreographer Bianca Ikinofo and world-renowned street art duo Charles and Janine Williams.
To launch the campaign, we built thumb-stopping content that showcased PUMA as an authentic and gritty brand. PEAD facilitated four content shoots across two days– capturing still and video content of our mentors in their element. We used these assets to reinforce PUMA’s value of fostering an innovative and artistic community - encouraging Kiwis to enter the competition.
Content should be multi-purpose - so we not only amplified this across traditional PR and social , but we also integrated it into Red Rat point-of-sale nationwide.
The results speak for themselves. We secured 16 pieces of coverage across broadcast, online and print. Our coverage reached over three million people in titles such as Maori TV, Mai FM, Flava, Stuff and more. More importantly, we got mentees by the bucketload.
Out of 122 applications, we selected three and introduced them to their mentors for a three-month programme to gain invaluable insider knowledge and guidance to kick-start their careers.
An integrated, content-led campaign that not only made a splash, but helped people along the way.