Case Study: Decathlon improves brand salience for TV ads with Behavio

Decathlon boosts brand salience with Behavio by identifying missed brand cues in 2 TV ads

Decathlon, a well-known French sporting goods brand, sought to measure the impact of two new television ads on their brand salience and to gather insights for future campaigns. They partnered with the vendor Behavio for an ad impact test to meet this challenge.

Behavio's testing revealed the ads successfully built attention and linked the brand to a need for outdoor activities, but they lacked clear brand cues at critical moments. As a result, Decathlon gained a clear understanding of their brand salience impact and identified specific areas for improvement, ensuring stronger brand cues would be included in their next campaign.

Decathlon