Puma Case Study

PUMA Increased Revenue by 100% from Organic and 30% from Paid Channels with SEO, PPC & Email Marketing

Puma Case Study

We partnered with PUMA, one of the world-leading brands for athletes, represented by sports legends Usain Bolt and Neymar Jr, and ambassadors from the world of culture such as Cara Delevingne and Dua Lipa, in 2019 – and we keep working together.

Project objectives

Increase revenue from organic channels by 50% year-over-year

Increase revenue from paid channels by 30% year-over-year

Results

+100%

Revenue growth from organic channels

+30%

Revenue growth from paid channels

Services provided

Industry

E-commerce

Project timeline

Nov 2019 – now

PUMA entered a new market and required quick revenue generation scaling

In 2019, PUMA entered a new market and sought a partner to cover e-commerce department performance marketing activities from all angles.

Aiming to become the #1 brand for athletes in the market, PUMA had to deal with a specific landscape – the company had to compete with well-established marketplaces rather than direct competitors, and needed to build strong brand awareness quickly.

PUMA partnered with Netpeak because of our diverse expertise across the local e-commerce landscape, commitment to delivering ROMI-level results, and vast experience in both building and executing performance marketing strategies.

Cooperation goal:

Ramp up PUMA’s revenue from e-commerce, ensure year-over-year growth in new users and reinforce brand awareness and loyalty

Our Strategy

Our strategy empowered PUMA to achieve 100% revenue growth from organic and 30% growth from paid сhannels

Reinforce brand awareness by redefining the way PUMA supports media, collaboration, and influencer partnership campaigns

Redefine performance marketing creative strategy to improve paid channel results strategically

Expand customer acquisition by optimizing existing and introducing additional performance marketing channels

Transform e-commerce marketing analytics setup to enable fast growth points identification and streamlined marketing planning and scaling

Building visibility in the new market with SEO

We introduced a set of ongoing SEO activities to cover technical and content optimization and ensure PUMA has strong brand and search positions – and our strategy increased PUMA’s revenue from organic search by 100% in one year.

We built an SEO strategy with a focus on seasonality and high-performing products, ensuring PUMA’s website acquires more organic traffic and ranks above marketplaces by PUMA-related queries

Together with the PUMA team, we introduced regular and event-based press releases, guest articles, and ongoing cooperation with the media to reinforce brand awareness

Aiming to enhance analytics & optimization, budget allocation and decision-making, we built automated tools that enable PUMA to check the website visibility and market share in real time

Maximizing ROAS with multi-stage PPC and ad creatives optimization

By redefining PUMA’s advertising strategy, we improved their ad conversion rates by 20% and increased revenue from paid advertising by 30%.

We implemented Performance Max to ensure quick ad campaign scaling, automation, and better cost-efficiency – as a Premier Google Partner, we had access to the tool before it was released in public

By introducing a three-step advertising process (fuel interest → focus on reach → focus on ROAS), we managed to ramp up PUMA’s revenue from paid advertising

We built a custom ad creatives optimization process and automated it, which impacted conversion rates at every stage of the advertising funnel

Fostering customer loyalty with Email & Retention marketing

With omnichannel retention and email marketing empowered by gamification and advanced cross-sale mechanisms, we empowered PUMA to build a strong brand community in the market.

Bringing together PUMA’s corporate style and local audience expectations, we were able to establish a visual communication that differentiates PUMA from the competition

We established regular communication with PUMA’s audience via email, messengers, and push notifications, and introduced gamification – our strategy assured the fact PUMA has one of the niche-lowest black list ratios in the market

We implemented advanced up-sale and cross-sale mechanisms that enable PUMA’s product recommendations sent by email to generate more sales to both new and existing customers