TikTok Works: Exploring the Full Funnel Frontier

At TikTok, we are committed to helping modern marketers like you elevate your marketing strategies and deliver impact. We partnered with Ipsos, a leading market research firm, to capture four critical missions modern marketers must embark on to maximize effectiveness.

Let’s dive into one of these missions to better understand how to activate campaigns for results.

Mission 3: Exploring the Full Funnel Frontier

Adopting a full funnel strategy makes modern marketers more effective and generates value without exhausting marketing budgets.

With so many touchpoints and platforms available for consumers, it’s important to diversify your screen investments to yield the strongest impact across the funnel. We have identified three key pairings to consider when choosing the optimum strategy:

1. Short- and long-term impact

2. Upper and lower funnel

3. Multi-screen pairing

Short- and Long-term Impact

For modern marketers, the goal isn’t about choosing between traditional and digital channels—it’s about charting a course to find the ultimate multi-screen strategy. Digital must be part of your balanced brand-building plan to meet your short- and long-term goals.

To give you an idea of what digital can do, let’s use TikTok as an example of impact over the short- and long-term:

Upper and Lower Funnel

Brands need to start thinking about reaching consumers across different touchpoints to influence their purchase decisions. You can do this by planning and executing a multi-screen strategy across the upper and lower funnel. In today’s fast-paced marketing landscape, TikTok stands out as the best channel to drive full funnel impact.

Case Study: Country Road

Country Road, an Australia-based fashion and lifestyle brand, leveraged TikTok’s full funnel measurement framework to measure the direct impact their branding campaigns had on their performance campaigns. Country Road and TikTok set up a test consisting of two groups: one group exposed to the branding campaigns and one control group that wasn’t.

The results

• +14% Conversion rate lift for content views and purchases

• +18% Ad recall lift

• 1.6 million Net new brand users reached

You can read the full case study here.

Multi-screen Pairing

Planning and executing a multi-screen pairing strategy across the marketing funnel is crucial for maximizing results and reaching your consumers effectively. Look at how TikTok impacts multi-screen pairings across the funnel for maximum impact.

Beyond having a multi-screen mix, consider a TikTok-first strategy where you prioritize and maximize ad spend on the platform to go even further. Among digital touchpoints, campaigns with the highest Share of Wallet (SOW) on TikTok achieve 2.2x higher purchase intent impact per 1% campaign reach.

Case Study: Maybelline New York

Maybelline New York adopted a multi-screen strategy when it launched its Fit Me Foundation campaign in Thailand. While the brand still tapped TV and other digital channels, it employed a TikTok-first strategy, with majority of the brand's share of wallet allocated to the platform.

To measure the reach and impact of the brand’s 13-week campaign, TikTok conducted a Cross Media Study comparing the effectiveness of TikTok in driving brand impact versus TV and other digital channels.

The results

• 73% Share in driving Maybelline's modern and fashionable image

• 55% Incremental reach, on top of TV, among a core audience of 18- to 24-year-olds

• 51% Share in driving product consideration and purchase intent

Get your Fundamentals Right with TikTok

Already planning your next marketing campaign and media mix? Make sure to tailor content specifically for TikTok. After all, it is a unique content-led and community-driven platform that drives reach, relevance, and response. As a modern marketer, you must constantly rethink your strategy, as what works on other platforms might not translate to immediate success on TikTok.

As you plan your next full funnel campaign on TikTok, keep these fundamentals in mind to maximize impact on the platform:

Embrace Brand Basics: Think of Brand Basics as the foundation to launch a marketing campaign on TikTok. This may include creative assets the brand will use for in-feed ads as well as campaign parameters such as length and frequency. Embracing Brand Basics ensures your campaign’s key messages have enough opportunity to sink in, increasing likelihood of driving uplifts against key brand metrics.

Maintain Account Hygiene: Account Hygiene is the regular maintenance needed to keep your brand fresh and relevant to users. Maintaining good Account Hygiene takes discipline, but it is essential for advertisers to pass the learning phase with greater cost efficiency and allow them to scale thereafter.

Are you ready to go all in to get the most out of your media strategy? Remember your mission:

Marketers on a Mission

Learn how to complete your missions more effectively with The Fundamentals mission starter pack here.

Want to challenge yourself even further? Read the full report here, or try out the Missions for the Modern Marketer game here.