Continuous Conversion Lift Study tests prove strong TikTok incrementality for Torrid.
Torrid's ambition to bring stylish mid and plus-size clothing to the forefront has redefined the norms of fashion, addressing the growing demand for inclusivity in the industry. In January, Torrid launched their new brand FESTI to bring boho styles in sizes 10-30 to their audience.
During this time, the brand sought to increase traffic and sales to the site for FESTI and their core Torrid styles. After seeing success in 2024 using a full-funnel strategy, Torrid wanted to increase their low funnel spend to increase revenue and ROI. They also sought to measure the impact of this shift through incremental conversions and return on ad spend (ROI).
Alongside their advertising agency, Ovative Group, Torrid implemented a full-funnel strategy on TikTok with a 27/73 split between brand campaign and performance campaign spend. On the backend, TikTok's Measurement team launched a Conversion Lift Study that enabled Torrid to understand how incremental sales were influenced by TikTok ads.
For the Conversion Lift Study, Torrid's web conversion data was passed to TikTok and mapped with users in the test and control groups. Then, conversion behavior was compared across groups to determine if a TikTok ad caused the conversion.
The study ran for four weeks, using Reach and Traffic to promote their new brand FESTI and In-Feed and Smart+ Catalog Ads to drive site action and purchases. They focused on fashion-based interest targeting and retargeted past site engagers that viewed content or added to cart to maximize purchase efficiency.
According to internal performance data and the Conversion Lift Study, Torrid's strategy drove strong results for the brand.
An impressive +4.03% lift in purchases and a iROAS of $2.41 recorded by the study showed that Torrid's campaign was effective in driving sales, which Torrid would have missed out on if they did not employ TikTok Ads.
Secondarily, there was a +3.5% lift in View Content and +3.75% in Add to Cart. Postive results throughout the marketing funnel indicate TikTok's ability to drive Full Funnel outcomes for Torrid.
To further validate conversion lift outcomes, Ovative used its proprietary marketing intelligence platform, EMRge™, and it showed that TikTok is driving a ROI that is 14x higher than what the last-click model suggests. Additionally, 56% of incremental revenue was actualized in the weeks after the campaign ended, and this revenue is not captured by last-click models. This also showed that last-click reporting significantly undervalues TikTok conversions.
In total, Torrid's campaign reached more than 9.9 million people, and proved TikTok’s ability to deliver brand and conversion results with a full-funnel strategy. Moving forward, Torrid will continue to use Conversion Lift Studies to prove TikTok ads drive incremental sales and revenue.
Use Conversion Lift Studies to uncover TikTok’s true incremental impact beyond what traditional attribution models show.
Combine brand and performance spend to build awareness and drive lower-funnel results in a single campaign.
Retarget high-intent audiences while testing interest-based targeting to maximize purchase efficiency.