The Challenge

For nearly 80 years, Salomon, have been transforming sports experiences through their apparel.

Expanding into new territories, with new products, and going through a major global rebrand, they came to us wanting to better understand if their plans were taking effect, both in their core historic and new territories. Salomon wanted to understand the impact though the change cycle, something that Delineate’s always-on and connected nature is uniquely placed to help with.

A key requirement of Salomon was to understand how their advertising was being received so they could isolate their media investment, both globally and at a local level.

The Solution

The pace and flexibility of the Delineate Proximity® platform enabled detailed measurement for both brand and advertising performance.

Delineate were able to generate live and accurate brand performance data throughout the rebrand, whilst also tracking advertising performance.

Our robust daily sampling at both national and city level allows for detailed analysis, providing actionable insights to be able to make better business decisions.

Results

We were able to give Salomon a true reflection of the effect of the rebrand throughout the process, demonstrating how it was landing with their audience.

Being able to provide daily data allowed Salomon to quantify the impact of their advertising campaigns on key metrics, including how awareness of the brand was building in new territories and to better understand the impact of performance at both a national and local level.

A key differentiation of Delineate’s always-on tracking capability was its responsiveness in correctly identifying the awareness impact for the brand at Superbowl whilst Rhianna was wearing the (now famous) red Maison Margiela MM6 x Salomon Cross Low sneakers for her half-time performance – giving Salomon the spotlight they deserve.

At Salomon, innovation is part of their DNA

Rhianna performing at the Superbowl

Maison Margiela MM6 x Salomon Cross Low

Image credits:
www.salomon.com
Kevin Mazur/Getty

‘Delineate provided us with the methodology to collect, analyse and react to data in real time.  It was new and fresh and a total revolution from our traditional annual tracking of yesteryear.  In this fast-paced consumer world, always on tracking feels essential to getting closer and better understanding the consumer.’

Yasmin Dufournet,
Consumer Insights Director – Salomon