Mark's
Driving full-funnel measurable growth with Creators, Smart+ and Unified Lift
The objective
Activating a full-funnel shopping journey for incremental sales across touchpoints
Mark's is a trusted Canadian retailer that blends a heritage of durable workwear with innovative, comfortable everyday apparel. For their latest 2025-2026 Fall/Winter line, the brand wanted to layer up for success by evolving their media strategy to drive conversion both in-store and online. Targeting Canadians aged 18+, Mark’s sought to move beyond an awareness play and connect with high-intent shoppers across the consumer journey. With the goal to implement a full-funnel strategy, Mark’s looked to TikTok to unlock scalable reach and connect with their audience in an engaging way. From the first moment of discovery all the way to the final purchase, they wanted to validate brand impact, with the right set of solutions and advanced measurement tools, available on the platform.
The solution
Pairing a high-performance retail strategy with creative and measurement
Mark's partnered with TikTok to build a comprehensive strategy that supported each stage of the consumer journey – from awareness to conversion. The campaign kicked off with In-Feed Ads and premium placements to drive efficient, mass reach nationwide. As audiences moved deeper into the shopping journey, Mark's leveraged Smart+ tools to reach high-intent audiences likely to view products or add them to their carts.
To ensure the content felt authentic to the community, the brand utilized platform-first creatives and partnered with creators using TikTok Creative Exchange. The key message was to highlight Mark’s as a go-to destination for casual Fall and Winter wear, and the content was tailor-made for the for you page (FYP) to maximize brand recall.
Additionally, the brand leveraged a Unified Lift Study - a sophisticated measurement tool that combines Brand Lift and Conversion Lift studies to measure the full funnel media effectiveness on the platform. Mark’s became the first advertiser in Canada to run a Unified Lift Study, enabling them to use a single, holistic framework to quantify how the campaign influenced both brand perception and actual purchase growth.
The results
A perfect fit with incremental growth and measurement-driven success
The 10-week long campaign¹ delivered strong results demonstrating TikTok’s high-performance capabilities. Mark’s reached an audience of 5.2 million at an efficient CPM. The use of Smart+ was impactful as the brand saw a meaningful lift in lower funnel metrics like Add-To-Cart Rate which increased by 7.5% and +8.09% lift in Purchases.
The results from the Unified Lift Study were also remarkable, showing that the strategy not only built awareness with an impressive 21.8% lift in Ad Recall, but was also associated with bottom line impact. With incremental ROAS at an impressive $1.98, every dollar spent on TikTok garnered almost $2 incremental revenue to the business.
With the integration of tailored creative with advanced platform solutions, Mark's successfully moved the needle across the entire funnel, advancing how Canadian retailers can measure incremental impact.
1. Sept. 3 - Nov. 19, 2025.
The future of growth at Mark’s isn’t about chasing short-term sales - it’s about building long-term demand. Traditionally, it’s been easy to measure the impact of lower-funnel marketing and much harder to prove the value of brand and consideration. This full-funnel study allowed us to change that by linking upper, mid, and lower-funnel activity directly to purchases. The result was a clearer picture of how a balanced media investment drives sustainable growth, not just immediate conversions.