Case Study: PUMA achieves 6x ROI with Mention Me’s referral programme

How PUMA achieves 6x ROI through customer advocacy

PUMA, the global sports brand, needed to grow its direct-to-consumer business by acquiring new customers while deepening advocacy among an already loyal fanbase. In 2021 they partnered with Mention Me to launch a referral programme across six major European markets — going live in just 36 days with minimal development — to turn customers into a scalable acquisition channel.

By integrating Mention Me with their Emarsys CRM and running market-specific A/B tests and creative tweaks, PUMA built tailored referral journeys that drove strong performance: after optimisation the programme delivered a 6x ROI, referred customers are four times more likely to refer others, and 10% of referrals convert into new customers. The approach has been expanded to more countries, proven competitive with paid channels, and provided valuable first‑party data to boost lifetime value and future marketing.

PUMA

David Witts

CRM Manager