Case Study: How Delineate Helped Salomon Track New-Market Growth
By Delineate
- case study
- Brand Research
- Brand Tracking
- Media Research
- Real-Time Research
Salomon is a global sports company that was expanding into new territories with new products. The company needed to understand its top-of-mind and total brand awareness across both established and new markets. It also needed to isolate the performance of its media investment in key epicentre cities compared to the national market as a whole. Existing annual tracking approaches did not provide the granularity or timeliness required to address these questions.
Salomon worked with Delineate, using the Delineate Proximity® platform to collect data at both national and epicentre or city level on a daily basis. The platform’s flexibility allowed campaign measurement questions to be incorporated into the core brand health survey from the day a campaign launched, enabling campaign performance data and always-on brand health data to be collected simultaneously. Robust weekly samples were gathered at both national and epicentre or city level to support detailed analysis.
Rolling daily data allowed Salomon to quantify the impact of its advertising campaigns on key brand health metrics, including awareness growth in new territories, and to compare the effect of national versus targeted epicentre campaigns across both historic and new markets.
“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.
Read the full version of this case study on the Delineate website here.
