Orbit

The Objective

Bridging digital engagement with offline sales

Mars, manufacturer of Orbit products and a global key player in the chewing gum category, launched an early 2024 Orbit campaign aimed at reigniting consumer excitement and engagement with digital-first creatives. The campaign had two core objectives:

1. Drive offline purchases of Orbit products through engaging, video-first content tailored for young, digital-native consumers.

2. Demonstrate TikTok’s ability to generate incremental sales and connect video discoverability with real-world purchase behavior.

The Solution

Turning digital storytelling into in-store action

To deliver goals Mars prepared Orbit brand campaign built around POV-style videos with a native TikTok look and feel, targeting a broad range of user interests.

Brand Auction campaign was optimised to deliver maximum reach, ensuring Orbit message reaches the right audience. Creative concepts were divided into various branded videos, differentiated by a unique POV story and matched the targeted interests among 18+ TikTok users.

To accurately measure offline sales impact, Tik Tok partnered with third-party measurement provider LiveRamp, leveraging Carrefour shopper data operated by Unlimitail, (the retailer’s exclusive retail media partner) to run a TikTok Sales Lift Study. This allowed the campaign to track sales outcomes across Carrefour loyalty cardholders and extrapolate results to the wider Polish market - giving a detailed view of sales performance and consumer behavior.

The Results

Key insights from Carrefour measured data

Using direct measurement from Carrefour loyalty cardholders, the campaign got deeper insights into performance drivers:

￮ 46% of total sales lift came from users exposed to Orbit’s ads 1–3 times per week confirming that moderate ad frequency was most effective

￮ Within Carrefour stores:

• +9.31% sales lift among TikTok users

• €0.94 incremental ROAS

• +5.82% increase in sales per customer, driven by larger basket sizes and more transactions

Proving TikTok’s power to drive offline sales

Based on extrapolated data from Carrefour loyalty cardholders to the total Polish market, Orbit achieved:

• +10.95% total sales lift for the brand among TikTok users

• +6.73% increase in sales per customer, showing stronger engagement from high-value shoppers

• €1.17 incremental ROAS, exceeding the €0.80 EU benchmark for LiveRamp x TikTok campaigns

This analysis of Carrefour data gave Mars a clear view of how TikTok Orbit ads influenced offline purchases, insights that were used to project the total market impact.

Impact

This campaign is a strong example of TikTok’s ability to drive real business outcomes for CPG (FMCG) brands. By blending entertaining, relatable content with measurable sales-driven strategies, it successfully connected online engagement with offline sales, showing how TikTok can bridge the gap between digital storytelling and in-store purchases.