Salomon – supporting expansion into new territories

Delineate partnered with Salomon to better understand the impact of their campaigns at a national versus epicentre level across key markets, via the research platform, Delineate Proximity®.

The challenge

Global sports company, Salomon, expanding into new territories, with new products, came to us wanting to better understand their top of mind and total awareness across both their core historic and new territories. Alongside this, Salomon wanted to isolate their media investment performance in key epicentre cities compared to the market as a whole.

The solution

Delineate Proximity Platform allows not only to sample daily at a national level, but also to boosts and cover additional samples such as epicentre/city sampling at a daily level also.

The flexibility of the Proximity Platform allows to include campaign measurement within the core brand health survey the day the campaign goes live. Thus collecting campaign performance data, alongside always on brand health data, in real time.

We collected robust weekly samples at both national level and Epicentre/City level to allow for detailed analysis.

Results

Being able to provide rolling daily data allowed Salomon to quantify the impact of their advertising campaigns on key brand heath metrics, including building awareness of the brand in new territories and to better understand the impact of national vs targeted epicentre advertising campaigns in these historic and new territories.

Here’s what Salomon think…

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