Decathlon: "Thanks to data, we know how to improve branding next time.“

Post-testing showed that the nature and fishing theme in the ads was a catch. But better branding in critical parts of the videos could have made the impact much higher.

Behavio helped with

Challenge

Decathlon wanted to measure the impact of two new television ads on brand salience and gather insights for their next campaign.

Insight

The ads increased brand salience by linking the brand to the target audience’s need for nature-related activities, but lacked clear brand cues at peak moments.

Impact

Decathlon gained clear insights into their brand salience impact and learned how to improve future ads by adding stronger brand cues during key moments.

Progress

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Background‍

Decathlon, a well-known French sporting goods brand, has always been synonymous with affordable yet high-quality products. As part of their new strategy, Decathlon focused on boosting awareness for their camping and boating equipment.

Pain Point‍

Decathlon wanted to understand the impact of two new TV ads on their brand salience and gather insights to refine their messaging and creative development for future campaigns.

“Thanks to data, we know how to improve branding next time.”

Martina M.

Communication Director at Decathlon

Behavio’s Insight‍

Testing revealed that the ads performed exceptionally in building attention and linking the brand to the target audience's need for outdoor activities. However, the ads didn’t fully maximize their potential due to missing clear brand cues at critical moments.

Outcome‍

Decathlon gained a clear understanding of their brand salience impact, a key metric for estimating long-term return on advertising spend. They also identified areas for improvement, ensuring stronger brand cues for their next campaign.