Why SAP?
PUMA
• Mention Me helped PUMA launch a world-class referral program by implementing best practices, such as promoting referral across key touchpoints, switching off competing promotions, and A/B testing by cohort to better understand their target markets and what resonates with them. • The team used these customer insights to build out unique referral programs for each country, tailoring elements such as messaging and imagery to make the biggest impact. • Having recently launched referral programs in 19 more countries, this bespoke approach is critical to driving maximum engagement with each campaign. • Mention Me integrates with SAP Emarsys Customer Engagement to provide a seamless technical experience.
Consumer Products | Germany Industry Cloud Solution
Launching a Customer Advocacy Program to Achieve 6x ROI on Marketing Spend with Mention Me
6x Return on investment
10% Of referrals convert to new customers
Leading sports brand PUMA needs little introduction. For decades, they've been transforming and empowering millions of aspiring athletes worldwide, growing a loyal base of brand fans in the process. PUMA turned to Mention Me to transform this fanbase into a key growth driver for their direct-to-consumer (D2C) channel by acquiring new customers, and nurturing brand advocacy and loyalty. PUMA launched referral campaigns in six of its major European markets. Unlike the fluctuating returns of expensive paid media channels, PUMA’s referral program reliably delivers high-quality customers. On average, their referred customers are 4x more likely to refer onwards than those acquired through other channels – creating a powerful cycle of exponential growth, without unexpected costs. “Mention Me adds a level of data and insights that we wouldn't otherwise have. By integrating the referral data within Emarsys we’ve been able to change the way we segment our database for marketing communications and it has helped us significantly in identifying who our biggest advocates and loyal customers are.”
Challenges
• Innovation constraints • Lack of visibility of business processes, 360˚ view of customers
Outcomes
• Expand business networks and collaborations • Improved TCO (Total cost of ownership) • Increased revenue growth • Improved employee productivity and customer experience/ satisfaction
Senior CRM Manager E-Commerce Europe at PUMA -David Witts
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