Capitalising on Star Power to Create Online Buzz and Virality
In 2023, PUMA prepared to launch its largest flagship store in Southeast Asia, located in Malaysia. The challenge was not simply opening a retail space. Instead, it was creating a high-impact cultural moment. Therefore, PUMA needed a strategy that combined celebrity appeal, media coverage, and consumer engagement.
To meet this challenge, PUMA used a three-pronged strategy.
Star Power: PUMA invited Thai celebrities Metawin “Win” Opas-iamkajorn and Tontawan “Tu” Tantivejakul. Their attendance attracted fans and regional media. Meanwhile, Malaysian icons Meerqeen and Priscilla Abby added local star presence.
Experiential Touchpoints: Visitors enjoyed breakdance performances, an AI foot scanner, and personalisation booths. Consequently, the event encouraged both participation and social sharing.
Media and Social Amplification: PUMA secured coverage across Tier 1 media. At the same time, influencers and celebrities posted real-time content, spreading excitement online.
*Instagram Shorts used for reference only.
The flagship launch exceeded expectations and delivered tangible results.
140 media clippings generated a combined reach of nearly 16 million.
Over RM3.2 million in PR value was secured through press, KOLs, and celebrity features.
311 Instagram Stories and 37 influencer posts achieved an organic reach of more than 12 million.
PUMA’s social media channels recorded an 87.4% increase in followers leading up to launch.
PUMA’s Instagram Page gained a 296.6% rise in reach and a 56.2% increase in profile visits.
Most importantly, the inclusion of Thai celebrities expanded PUMA’s appeal beyond Malaysia. As a result, the event attracted regional fans and delivered unmatched visibility across Southeast Asia.
