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Background
GymBeam is a fast-growing sports nutrition and fitness brand that launched in the Italian market roughly two years ago.
To accelerate growth in their newest market, they ran a major nationwide brand campaign from January through February — one of the largest pushes they'd made since entering Italy.
A key part of the strategy was partnering with Danny Lazzarin, a well-known fitness influencer in Italy with a strong following among the exact audience GymBeam was trying to reach. The campaign ran across TV, YouTube, radio, billboards, and social media.
Behavio measured brand awareness in Italy before the campaign launched — in December — and again in March once it wrapped up.
Pain Point
Entering a new market is expensive, and the pressure to show early progress is real. For GymBeam, the core question was simple: is this working?
They needed a clear read on whether their investment was moving awareness and whether the campaign's message was actually landing with Italian consumers.
Without pre- and post-campaign measurement, there's no way to be sure.
"Going big early in a new market is a risk. Behavio showed us it paid off — and now we have a baseline to build on.”
Behavio's Insight
Behavio tracked GymBeam’s brand awareness among Italian consumers at two key points: before the campaign and after. The results were clear.
The brand doubled its awareness in a single quarter. That's a significant shift for a company still establishing itself in the market.
Associations with "quality goods" and "good prices" also grew. Those were central to the brand’s messaging, so the lift confirmed the campaign was leaving the right impression.
Danny Lazzarin was the most recalled element of the campaign, with a large share of respondents naming him unprompted. That kind of spontaneous recall is a strong indicator that the partnership worked.
Outcome
GymBeam used the data to validate their market entry approach, and to make a concrete decision about their ambassador. With Danny Lazzarin delivering clear recall results, they opted to continue working with him. The data gave them confidence that the partnership was earning its cost.
GymBeam is now entering the next phase of its Italian expansion with double the awareness they started with.
👉 Want the same clarity on your campaigns? Try Behavio's brand tracking and see what’s really moving your brand.
