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Social Kinnect, a leading Digital Marketing Company in India, offers Interactive Services range from Social Media to Media Planning & Buying, Website Development & Design, SEO &Marketing.

Decathlon

How Decathlon encouraged Indians to play a sport for the
sake of it, and saw a 1164% increase in brand interest

The Objectives

  • Establish Decathlon as a brand synonymous with sports in India

  • Increase revenue share of new users and create business impact for Decathlon

  • Encourage Indians to play a sport just for the fun of it, not necessarily to win

 

The Execution

  • Right Content

    We used real characters (actual Decathlon employees) and real challenges in the hero film which connected with the viewers immediately

  • Right Measurement

    We set up brand lift studies across Google and Facebook to monitor the results. To maximise performance, optimisations were made using Google Analytics data

  • Right Platforms

    We used a combination of social media channels, LinkedIn, YouTube and Programmatic Advertising for showcasing the video. Content alliances were forged with Scoopwhoop, Hotstar and Inshorts to resonate with our target audience

  • Right Audiences

    Primarily, 1% lookalikes of past buyers and website visitors were targeted throughout the campaign, while we focused on re-marketing in the second half. Working professionals and sub 35 age-groups were targeted

 

The #KinnectIMPACT


  • improvement in conversion rates from new users coming from direct or organic sources, in the month of the campaign vs the previous month


  • increase in brand interest spike in follow-up search activity done by users for the Decathlon brand name on Google Search and YouTube after they saw our video ad


  • video completion rate on YouTube during the course of the campaign for the 60 second cut of the video. This is typically between 15-20% across the channel