ASICS set out to inspire runners across Europe with its Running Moves Your Mind campaign, designed to strengthen brand preference and reinforce the connection between running and mental wellbeing. But in a crowded sportswear market, timing and relevance were everything.
Together with Dailymotion Advertising and Publicis, ASICS turned this ambition into measurable success, combining smart data, contextual activation, and attention-grabbing creative to deliver results far beyond benchmarks.
How do you reach the right audience, at the right moment, to boost both brand preference and ad recall?
ASICS wanted to engage casual runners aged 25–54, connecting during key cultural and sporting moments like the Berlin Marathon and World Mental Health Day. The objective: move audiences emotionally while driving real impact on brand KPIs.
Dailymotion deployed a four-part strategy to ensure ASICS’ message cut through the noise:
Predict:
Advanced Predictive Targeting was used to identify the “Casual Running” audience – people who run at least once a month – by combining survey responses and behavioral signals.
Engage:
High-impact ad formats, including Animated Skins and Carousel units, were optimized with Neurons AI heatmaps and perception analysis to capture attention and drive recall.
Activate:
Contextual activation synced campaign delivery with high-interest moments like the Berlin Marathon and World Mental Health Day, ensuring relevance when engagement was highest.
Measure:
A third-party brand lift study validated the impact, proving that Dailymotion’s activation drove the largest share of brand preference lift.
The campaign delivered outstanding performance:
+45%
+18%
87%
90%
0.91%
These results exceeded German market benchmarks, demonstrating the power of Predictive Targeting and contextual video to move both hearts and metrics.
“Partnering with Dailymotion Advertising on our recent ‘Running Moves Your Mind’ campaign delivered outstanding results, achieving significant brand lift and exceptional viewability metrics. Their team provided top-tier client support, optimizing our creative and leveraging data-driven targeting to maximize impact. As always, Dailymotion Advertising proved to be a trusted and effective media partner.”
— Almeri Solomon, Senior Paid Media Specialist (ASICS EMEA)
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