Decathlon
|
Spain
A platform-native Back-to-School running campaign helped Decathlon Spain cut through seasonal advertising clutter.
Awareness
In-feed
Share of Voice
⚡️
CTR
👀
Impressions
🔥
Unique Reach
THE BRIEF
Standing out from the Back-to-School clutter with an authentic message
Decathlon Spain needed to cut through the intense Back-to-school seasonal clutter to push its core running vertical to a young audience. The goal was to break away from the "polished athlete" trope and position Decathlon as the authentic, go-to brand for everyday sports equipment.
THE STRATEGY
A fully platform-native campaign built entirely on BeReal's in-feed format
Together with BeReal’s Ads Studio, Decathlon developed a fully platform-native campaign built from existing brand assets. Instead of reusing traditional advertising formats, the campaign reworked the visuals to match BeReal’s raw and spontaneous aesthetic.
The strategy relied entirely on the in-feed native format, allowing the campaign to appear seamlessly within users’ content consumption experience rather than interrupting it.
THE OUTCOME
Authenticity delivered standout results in a high-pressure retail period
By embracing BeReal’s visual language instead of fighting against it, Decathlon succeeded in transforming existing assets into content that felt culturally aligned with the audience and native to the environment. In the middle of the crowded Back-to-School rush, the campaign generated 1.1 million impressions, 680k unique reach, and an exceptional 1.2%–1.3% CTR, results that were particularly strong for a top-of-funnel awareness campaign.
