#SockThem

Challenge

How could Puma drive brand affinity during World-Cup when all eyes were on the team wearing Nike’s official kit?

Inspiration

The new dominator India doesn’t need to prove itself; it lets its performance do the talking. We leveraged an iconic (hand talking) gesture by Indian cricket team captain - Virat Kohli, to create a meme-worthy sock & canonized the moment in an anthem.

Idea

The idea was to create new wearable & chant-able expression of the ‘Performance talks’ philosophy.

Growth

Puma captured Indian fans’ imagination in a crowded media landscape and increased demand disproportionately.

Sock Them Puma

At a Glance

More than 30 million

Engagement figures were thrice of what were expected

At a Glance

58%

View through rate was 58%

At a Glance

1000

Campaign themed game on the largest gaming platform, Mobile Premiere League (MPL) drove over 1000 transactions on Puma.com

India Puma Retail Visual Merchandise 1800x2400 WB

India Puma Retail Visual Merchandise 1800x2400 WF

India Puma Retail Visual Merchandise 3600x2400 WB

India Puma Retail Visual Merchandise 600x2400

Press

'Puma’s latest 'Sock Them' campaign celebrates Virat's sportsmanship and cricket culture'

Exchange4Media

Puma India creates aggressive ‘Sock Them’ campaign for the cricket world cup

Mumbrella Asia

Puma launches SOCKTHEM campaign featuring Virat Kohli & Divine

Apparel Resources

CWCSpot: Puma’s #SockThem is all about team spirit!

Social Samosa