Identifying relevant influencers

Sophisticated segmentation

Influencer marketing isn’t simply finding the most popular people to promote your product. It’s breaking down your marketing approach to target people who are on brand and are popular with your audience.

PUMA used relevant influencers in order to:

• Target niche running influencers in key cities worldwide
• Run specific micro-influencers from each major city
• Mass target them in order to influence the majority

How did they do it?

• Identifying runners using the bio and interests in running in different cities
• Creating an audience intelligence report per city
• Looking at the affinities to identify micro-influencers for the community
• Contacting them via their own channels on 1-2-1 basis

Other related links

• [CASE STUDY] The influencers with engagement rates 24x higher than PUMA, and how PUMA found them
• [RESTRICTED ACCESS] Internal Resources