Fifty’s AI-Powered Audience Strategy Drives Over 4000% ROI for Decathlon’s Spring Relaunch
The Challenge
Following a significant global repositioning to become a multi-specialist brand, Decathlon needed to shift market perception from a value-driven retailer and drive growth beyond their traditional customer base. They sought a data-driven media agency to support their Spring 2024 campaign, which required understanding new growth audiences and delivering highly individualised messaging to drive awareness and sales on a cautious media budget.
The Solution
Fifty applied its unique, AI-enabled audience intelligence platform to analyse millions of social and digital behaviours, uncovering 16 distinct audience groupings, or 'tribes.' This deep understanding allowed Fifty to identify new growth audiences and their unique passion points, including Creative Gen Z's affinity for music. Fifty’s AI-enabled planning too, turned this insight into action to create a customised, highly targeted omnichannel media strategy. The Fifty team monitored performance results in real-time to deliver optimisation while the campaign was running to ensure the best creative message reached the right audience group for maximum sales impact.
“Fifty's audience-led approach and ability to move at speed fundamentally changed our performance. Their deep insights allowed us to reach new growth audiences and the results speak for themselves: surpassing targets with 4243% ROI on conversion and securing them as our media agency of record.”
Marketing Team Decathlon
The Results
The strategy delivered world-class performance, significantly surpassing targets across all funnel stages. Online sales were +1,157% above forecast, clicks were +148% up, and impressions were +122% up. The campaign achieved an overall ROI of 1,090%, with conversion activity reaching an enviable 4,243% ROI. Crucially, this unique strategy outperformed Decathlon's own customer data pools and competitor channels.
