Submitted by WE ARE KOMODO

PUMA | Palermo Vintage MCFC

Komodo ran an influencer match day activation for PUMA around the Palermo Vintage silhouette at the Etihad Stadium, reporting 423k impressions across nine creators.

35Instagram Story frames shared
£26kearned media value
202kengagements
423kimpressions

Case in 60 seconds

PUMA needed awareness for the Palermo Vintage silhouette, a fashion footwear product rather than a performance product, so the campaign had to find a setting where a lifestyle trainer could sit credibly inside a sports occasion.

The campaign appears to turn on the match day itself as the unit of content, because a shared day out with talent hosted together in a pub and then a stadium box produces the kind of community footage that a product shot alone cannot.

Build the product story around a single hosted football fixture, using creators whose audience interests matched the awareness and community goals rather than creators chosen for reach, and let the day supply the content.

Komodo and PUMA hosted nine nano to mid tier creators at The Wayfarer pub before the Manchester City versus Brentford match on September 14th, then in a box at the Etihad Stadium, briefing styling and tags in advance; the group shared 35 Instagram Story frames on the day, and Joseph, Kareena and Alex posted dedicated trainer content or match day vlogs afterwards.

Komodo reports 423k impressions, 202k engagements and £26k earned media value from the activation, and states that the campaign used sports event influencer marketing to build community and drive awareness for the footwear product.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

PUMA competes in football through performance credibility, while the Palermo Vintage is a lifestyle silhouette, so the campaign had to reach a football audience without leaning on a performance product story.
Based on the available evidence, PUMA acted as host rather than advertiser, co-hosting talent with Komodo at the pub and the stadium box so the product appeared inside an experience the brand provided.
The selection of nano to mid tier creators whose audience interests aligned with the campaign goal suggests a reading that community response follows relevance rather than reach, which the reported engagement to impression ratio is consistent with.

Creative & Execution System

Assets & channels

  • Instagram
  • Instagram Story frames
  • dedicated creator content
  • vlogs

Partners

  • WE ARE KOMODO (lead_agency)

Creator role

  • Alex — creator
  • Joseph — creator
  • Kareena — creator
  • nano- to mid-tier influencers
  • nine creators

Results & Evidence

MetricValueResult type
Instagram Story frames sharedThe influencers shared a total of 35 Instagram Story frames throughout the day.creators_count
earned media value£26kemv
engagements202kengagements
impressions423kimpressions

Why WE ARE KOMODO's strategy worked

  1. 1

    Casting for audience interest alignment at nano to mid tier rather than for follower scale is presented here as the mechanism behind the engagement figure, because a smaller aligned audience responds to a hosted day rather than scrolling past a product post.

  2. 2

    A hosted event compresses a campaign into one day of live capture, which is why 35 Story frames arrived at once while the dedicated posts from three creators followed later and extended the window.

  3. 3

    Organic capture with styling guidance and tags briefed in advance suggests a route to keeping content native to each creator's feed while still protecting product visibility and attribution.

  4. 4

    A sports fixture can carry a fashion footwear product without a performance claim, because the terrace and match day setting supplies cultural context that the trainer itself would otherwise have to argue for.

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