Fueling passion for sports in the digital world.-Creative and media campaigns tailored to the knowledge level of each sport/archetype.

Decathlon

In 2021, Decathlon challenged us to revitalise their advertising communication on social media. Our mission: to create and promote creative content that connects with sports enthusiasts and highlights Decathlon’s brands on digital platforms.

18 sports, 1 major digital boost.

During our first years working together, Decathlon needed to promote 18 sports on their digital channels, with the biggest challenge being to work on each of them separately.

Our campaigns focused on driving traffic to Decathlon’s e-commerce platform, achieving more effective and engaging communication with users. This strategy not only increased the visibility of Decathlon’s sports brands but also strengthened the connection with their audience through resonant stories and impactful visual content.

In-depth analysis of 18 sports.

We understood their target audiences, discovered insights and specific audience needs.

Creative services.

Creation of specific territories for each sport. Development of creative, visual and copywriting strategies for each sport.

External digital media campaigns.

This included campaign planning, design and creation of advertising formats, campaign execution and reporting of results.

Exploring a diverse digital mix.

We have work on various platforms, including the Google ecosystem, Display and Video 360, Meta Ads, TikTok and Spotify, and we continue to explore new ones such as Twitch and specialised verticals.

New years, new challenges.

In 2023, the number of sports we work on increased significantly from 18 to 33, while maintaining the focus on priority sports.

However, in 2024, we adopted a ‘less is more’ strategy, focusing only on the most important sports. This decision was made in line with Decathlon’s new brand strategy, which aims to strengthen the own brand and focus our efforts on the most relevant sports. We adapted our previous work to this new direction to align with the company’s strategic objectives.

Facilitating the measurement system.

To underpin the measurement system, we built a large, unified and updated real-time dashboard that didn’t exist.

This dashboard provides investment data and key KPIs, allowing detailed tracking of all sports in any desired timeframe.

Thanks to the hard work we have done to leverage all sports across the brand, we have achieved great results. In 2023, we achieved a +75% increase in revenue over 2022, with 2.7 million more sessions and 3.9 thousand additional conversions, and we’re still on a marathon to achieve even more!

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