PUMA launches #PUMANSOFSG campaign leveraging Instagram's AR face filters

Sports brand PUMA has launched a campaign transforming each Instagram user into "PUMAN" using the platform's new customised AR face filter feature. Named #PUMANSOFSG, the campaign makes a tongue-in-cheek reference from the Humans of New York movement and taps on a pool of influencers.

PUMA has partnered with six influencers, including actors, comedians, a national footballer and a KPOP dancer, to create customised AR face filters. Fans are encouraged to submit Instagram stories with these PUMAN filters and the campaign hashtag to get a discount off PUMA's latest products at its physical retail stores. The social media campaign aims to drive footfall to PUMA’s 10 flagship stores across Singapore.

Eleanor Wang, PUMA marketing manager for Southeast Asia, said that transformation is at the heart of the #PUMANSOFSG campaign. "PUMA constantly transforms and evolves with Gen Z’s to reach new heights of relevance, it’s important we work with a diverse range of ambassadors and innovative partners," she explained.

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UltraSuperNew Singapore is the agency behind the campaign. According to UltraSuperNew creative lead William Beale, the campaign combines the agency's love for artsy illustration and social tech, and it is excited to be a part of "the next big thing" on Instagram for young, innovative brands. He added: "Working with the right mix of influencers, compelling videos, an experimental client like PUMA, and a kitsch pun allowed for us to strike at the right time. Like any PUMAN would.”





Instagram officially opened AR face filters to its users and brands in August. It was first made available to its community of Spark AR creators.

(Read also: Instagram’s new AR filters can surely drive engagement but is it monetisable?)