February 2nd, 2022, Janice Fernandes
Puma registered the biggest increase in Advertising Awareness for January 2022 of all brands YouGov tracks in the Kingdom of Saudi Arabia (KSA). According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the apparel company saw an uplift of 9.8 percentage points throughout the month, earning it the title of Advertiser of the Month.
The rise in Ad Awareness could be associated with the many collaborations announced by the sportwear brand over this period. Earlier in December the brand announced its new collection with global pop star Dua Lipa. Titled ‘Flutur’ it launched earlier this month. There is also the new Rick and Morty MB.01 styles that were announced to launch in February.
In January, the brand launched its latest video as part of its ‘Only See Great’ campaign. Brand ambassador Usain Bolt stars in the video as he talks about his motivations, challenges, and rivalries throughout his career.
YouGov’s BrandIndex data reveals that Puma has seen an uplift in Ad Awareness in UAE (United Arab Emirates) too. Its score rose from 15.6% on December 27th to 22.7% on January 26th (+7 percentage points), indicating that these global communications and announcements have reached a wide audience here in the MENA region.
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of adult residents of Saudi Arabia aged 18+ between December 27 and January 26, 2022. Learn more about BrandIndex.