Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ch 8 case study Decathlon

1,922 views

Published on

Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Ch 8 case study Decathlon

  1. 1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Chapter 8 - Social Media Case Study Chapter 8: Decathlon Italy (IT) A campaign encouraging current and potential customers to share their passion for sports. Image - decathlon.it home page, reproduced with kind permission of Decathlon Overview Founded in 1976, Decathlon is one of the world’s largest sporting good retailers, with over 850 storesin22 countries.InkeepingwithDecathlon’smissionstatement, "To encourageparticipationin sport and make the pleasures and benefits of sport available to the many", Decathlon’s Italian subsidiarylaunchedacampaignof theirownto encourage currentand potential customers to share their passion for sports. The campaign was intended to motivate niche sports fans by putting them in touch with the champions within their particular niche sport. Taking celebrity endorsement a step beyond its traditional application,DecathlonIThiredanumberof niche sports practitioners as employees who were then encouraged to share their passion within Decathlon’s community. A Facebookfanpage was the platformforexpressionof opinionsandemotionswithinthe Decathlon community. The fan page was unique, thanks to the “Ask a Champion” session, through which people couldinteractwith professionals from their particular niche sport. The fan page celebrated all of the sports usually ignored by traditional media, so as to provide niche customers with the
  2. 2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. motivational drivetopractice (andbuythe apparel).Moreover,mostof those customers felt for the first time as though their sport received a worthy national reception. The Campaign aims included: ● Acquiring new customers among niche sports practitioners ● Inspiring a sense of community around the Decathlon IT brand ● Obtainingthe support of niche sports celebrities by hiring them as employees (far beyond the simple endorsement) ● Creatingempathybetweencustomersandstaff members,perceived as niche-sports fellow practitioners and even idols Implementation The campaign was conceived, managed and delivered by Redomino, a Digital Marketing firm established in Turin. The very first phase involved photography. Even before taking control of the company Facebook account and YouTube channel, many significant pictures were shot all around Italy, to depict the remarkable varietyof specificitemsforsecondarysports sold in Decathlon shops (like curling, soft- air shooting and even sumo). Those pictures were the essential Content Marketing material. The imageswere associatedwithwrittensentenceslike“In Decathlon,no sportis left behind” and “More than you can think of”. Decathlon YouTube video campaign https://www.youtube.com/watch?v=SlinqxS3Kew
  3. 3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. The next step was suggesting the company hire current and former niche sports practitioners as employees.Decathlonlikedandapprovedthe idea.Fortunately,the company was going through an expansionperiod,sothe athleteswere hired nation-wide without firing any current staff member. The third step was taking over management of the Decathlon Facebook account and YouTube channel. In 2011, the Facebook account was promoted through a landing tab attracting likes, while relevant videos were uploaded on the YouTube channel. Most of the videos were “double interviews”, a split-screen simultaneous interview addressed to a couple of guests who would answerthe same question(thisformathadbeenverysuccessful inItaliantelevisioninrecentyears). Obviously, the protagonists of those double interviews were couples of the same niche athletes/employeesfromdifferentregionsof Italy(the importance of the national unity spirit was a side-message appreciated by many). Furthermore, YouTube videos provided viewers with conversational advice(notproductspromotion)aboutthe equipmentchoices related to a particular sports (such as martial arts or sailing). The fourth phase was organising an email marketing campaign, through newsletters oriented to Conversational Marketing. Thus, no purchase offer was presented to recipients. Redomino worked on social media engagement and monitoring for four years, during which the fans/customers passionately and directly engaged with the athletes/employees. Results The Italian marketcontributedtothe world-wide salesincrease of 10.6% in 2014. Data revealed that secondary-sports sales in Italy dominated the main-sports sales in 2013, which increased as well. While Decathlon was raising its sales and maintaining leadership within the Italian market, the sports-equipment retail sector generally decreased by -0.8% in 2011. In 2011, a significant increase in sports practice was detected in the areas of Decathlon store openings. Around one million Facebook likes were registered at the end of 2014. Further Information ● http://www.ilsole24ore.com/art/economia/2011-11-08/decathlon-modello-ikea-sport- 064052.shtml?uuid=AaBcmeJE ● https://www.youtube.com/watch?v=SlinqxS3Kew ● https://www.youtube.com/watch?v=z731s2N8FHg ● https://www.youtube.com/watch?v=lOqWb95ujKA&index=1&list=PL366EHidTFLwaqzkjPjdz Mi8JM2kYqXm7 ● https://www.youtube.com/watch?v=Kp0aQOJy4_Y&list=PLFE061E425BBD34CB ● http://redomino.com/decathlon/
  4. 4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. ● https://it-it.facebook.com/decathlon.italia?ref=ts Discussion Questions 1. What isthe social mediamarketingpotentialof niche offerings, consumer sub-cultures and specific passions? 2. What isthe impactof Facebookinteractioninestablishingrelationshipsbetween customers and staff members? 3. What do you think about the implementation phase? Is there something different or somethingmore youwouldhave done toachieve the results? For example, a change to the content types? Class Activities 1. Picka businesssectorandbrainstormside-messagesandvaluesthatcanbe inspiredthrough a social media campaign.

×