Case Study: Puma achieves stronger sponsorship value with Savanta’s youth co-creation insights

Puma boosts ambassador impact with Savanta's 3-week youth insight community

The customer Puma faced the challenge of needing to raise the profiles of two of its celebrity brand ambassadors, Professor Green and Sergio Aguero, and to understand how young people viewed these figures to get more value from its sponsorships. The vendor Savanta, using its insight community and Bright Young Minds co-creation programme, was enlisted to address this.

Savanta's solution involved running a three-week insight community with young people followed by a co-creation workshop that included Puma's brand team. The process generated five distinct concepts for the brand to take forward. As a result, Puma implemented two new sponsorship engagement strategies, which successfully raised the ambassadors' profiles and gained the brand more value from its sponsorships.

Puma