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Segment, segment and segment, this is how a product is launched in 2015

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Segment, segment and segment, this is how a product is launched in 2015

In the launch of new products, the Evo Speed ​​SL ankle boot and the Ignite XT Running shoes, Puma used in Argentina a strategy of media, creativity and formats specially designed for mobile devices. The details. Buenos Aires, Argentina.- In the launch of new products, the Evo Speed ​​SL ankle boot and the Running Ignite XT shoes, Puma used in Argentina a strategy of media, creativity and formats specially designed for mobile devices. Strategies and results

Precise segmentation, real-time measurement and profitable interaction, three benefits that digital marketing allows from designing the entire advertising strategy based Bahamas Mobile Number List on mobile devices. That’s what Puma did in its latest launches in Argentina, with objectives 100 percent focused on branding and segmenting and interacting as the campaign progresses.

Release 1

One of the launches was the Evo Speed ​​SL football boot , which was in charge of the Kickads agency , which developed a mobile commercial based on the fact that it is the lightest boot on the market. The campaign was launched for two weeks in a group of soccer app and mobile web related to the target (men over 18 who love soccer and sports).

Bahamas Mobile Number List

“In Argentina, we ran a mobile advertising campaign as part of the general campaign, and we focused on developing new and customized formats for each product.” Ariel Sangiorgio , managing director of Optimedia, Puma’s media agency in Argentina.

Result: 50 percent engagement, reaching more than 200 thousand people, Argentines, with a rate of more than 15 thousand clicks.

“The two keys to Puma’s mobile campaign were, on the one hand, the development of an advertisement specially designed for cell phones, which appeals to interaction and touch, possibilities offered by this medium. And also, that all the almost infinite segmentation possibilities offered by mobile were taken advantage of ”. Exequiel Arriola , commercial director of Kickads.

Release 2

For the presentation of the Ignite XT Running shoes, special Brother Cell Phone List pieces were developed for mobile phones that were also distributed in apps and mobile websites related to sports and running. In this case, the mobile advertising format was Interstitial.

Measurable results: it was observed that the audience was concentrated during the afternoon and at night, that was the time of day when there was more activity with the mobile. Another data: although the Android operating system took 80 percent of the impressions of the campaigns and the iOS system generated a low volume due to issues of the Argentine market, the CTR was higher in iOS than in other operating systems, reaching peaks of 12 percent. Another detail: the Apple device that generated the most CTR was the Iphone (10 percent), over the iPad (0.9 percent).

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