Case Study: PUMA achieves 24x higher influencer engagement with Audiense Audience Intelligence

The influencers with engagement rates 24x higher than PUMA, and how PUMA found them

PUMA, together with agency Digitas, ran the #IGNITEYourCity campaign across 11 major cities to boost PUMA’s running credentials and the #ForeverFaster message. The challenge was to find local runner-influencers who already had strong followings and could spark authentic, city-level conversations and be engaged again after the activations ended.

Digitas used Audiense audience intelligence, influencer segmentation and Twitter monitoring to pinpoint and hand-select top local runners (narrowing to ~40 per city), then built audiences from those who replied, liked, retweeted or used campaign hashtags for retargeting. The influencers delivered roughly 24x PUMA’s account engagement, generated 10,000+ localized hashtag uses across 80+ countries, and revealed actionable insights (e.g., peak posting times) to improve follow-up targeting.

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