Case Study: Decathlon boosts brand salience with Behavio

Decathlon boosts brand salience with Behavio’s TV ad testing

Decathlon, a French sporting goods retailer, sought to measure the impact and effectiveness of two new television ads for its camping and boating equipment. The challenge was to understand the campaign's effect on brand salience and to gain diagnostic learnings for future creative development. They engaged Behavio for an ad impact test.

Behavio's analysis revealed the ads successfully increased brand salience by building attention and linking the brand to spending time in nature. However, Behavio identified that the ads missed critical opportunities by lacking clear brand cues during their top moments. This insight provided Decathlon with actionable data on which scenes sparked emotion and which lacked impact, giving them a clear focus for improving the branding in their next campaign to achieve even better performance.

Decathlon