PUMA #PUMANSOFSG

Sometimes great ideas are born from stupid jokes. What started as a play on the social media phenomenon “Humans Of ____” became a social campaign which aimed to drive footfall to PUMA’s 10 flagship stores across Singapore.

More than just wordplay, the campaign engaged a select group of KOLs including actors, comedians, a national footballer and a KPOP dancer to encourage a wide range of followers with varying passion points to become #PUMANSOFSG via their own customised AR face filter. 

Instagram users were incentivised to use the filters with 30% of PUMA apparel in-stores, with each use then becoming instant social billboards for the brand.