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“Thanks to data, we know how to improve branding next time.”
1. Background
The French-based company has been synonymous with affordable but quality sporting goods. As part of the brand’s new strategy, they focused on camping and boating equipment.
2. Paint Point
Decathlon team wanted to know if their two new television ads had any impact on their brand salience and get diagnostics and learnings for their next campaign.
3. Insight
Brand salience increased as ads were performing exceptionally in both building up attention and linking the brand to the important need of the target audience – spending time in nature. The ads, however, haven’t reached their full potential, because clear brand cues were missing at the top moments of the ads.
4. Outcome
Decathlon knew the exact impact of their campaign on their brand salience, a key figure to estimate their long-term return on advertising spend. Also, they knew what to focus on in the creative development of their next campaign to get even better performance.
