Puma dove back into the basketball category in 2018 with the launch of Puma Basketball, announcing its multiyear marketing partnership with the NBA just days before the start of All-Star Weekend.
While product seeding may seem like a turnkey process, there are many factors a brand must consider to effectively reach influencer communities in an authentic, measurable and impactful way.
When taking calculated risks, we often look for case studies and proof points to support decision making and/or use in brainstorms to spark ideas. In order to accumulate this best practice list, we brought together the #HumansOfMKTG at our Roundtable to bring forth their favorite example of a brand who has taken a calculated risk.
MKTG provides insight and key learnings from a Toronto Gymshark pop-up, a UK-based fitness apparel company who executed three brand-relevant in-queue engagement tactics. To avoid consumer disappointment, brands should: be transparent with consumers and inform them about queue lines ahead of time, implement surprise and delight tactics and leverage live social platforms so that consumers can tune in while waiting. MKTG’s LIVE team also provides a variety of recommendations on how to keep consumers engaged while in queue.
Finding an authentic influencer is a challenge for many brands. Not only do sponsors want to work with influencers that have a real and engaged following, they want to have their product naturally align with their lifestyle. This may seem easy to pinpoint at first glance, but with the influx of paid followers, inactive accounts as followers, bots, and inauthentic content creation, a brand must complete extensive research in order to be strategic in picking which influencers will be the face of their brand.
