Case Study: Puma achieves +12pt action intent lift and +9pt brand favourability with Snapchat's AR Lens

Puma Leverages a Multi-Product Strategy to Drive Purchase Intent with Original Brand Advocates and the Next Generation

Puma partnered with Snapchat to boost awareness and spark nostalgic engagement for the iconic Puma Suede, aiming to engage the next generation (18–30) while staying true to original brand advocates (ages 25–34). The challenge was to drive consideration and purchase intent across both audiences in a way that felt playful and authentic.

Puma ran a multi-product campaign centered on an AR Try‑on Lens for Suede sneakers and tracksuits, supported by Snap Ads and extended Commercials, using goals‑based bidding to optimize swipes to product pages and Lens shares. The campaign delivered strong lifts: +9pt in ad awareness, +5pt in action intent overall, +9pt lift in brand favourability from the Lens (and +11pts among women), and a +12pt increase in action intent for the key 25–34 audience.

Puma