Kiabi

Objective

The summer sales season represents a pivotal opportunity for leading retailers in France, including Kiabi, a renowned brand known for offering stylish yet affordable fashion. This year, Kiabi supported by their media agency Jellyfish, strategically collaborated with TikTok to leverage a brand-performance solution aimed at maximizing the success of its summer sales.

In the wake of the campaign, Kiabi and Jellyfish embraced innovative measurement solutions, meticulously designed to ensure precise tracking and comprehensive analysis of results. This strategic approach enabled them to derive actionable insights, facilitating a deeper understanding of campaign performance and maximizing overall impact.

Solution

For this campaign, Kiabi collaborated with TikTok to launch an immersive 360-degree initiative featuring a captivating Top View ad, complemented by the engaging Shake Surprise format on the inaugural day of summer sales. The strategy encompassed both VSA prospecting and retargeting campaigns to effectively reach and re-engage potential customers. Additionally, a Conversion Lift study was integrated alongside a Search Lift study, employing strategically crafted events to assess the impact on SEA visits through UTM tracking, thereby enhancing the campaign's overall effectiveness and insights.

Search Lift Study represents a groundbreaking approach to demonstrate the impact of TikTok on our client’s business. By showcasing the significant contributions of TikTok to other paid channels, such as SEA, this innovative measurement technique allows us to move beyond traditional last-click and GA4 attribution discussions.

Results

The findings from the study revealed a direct causality between the visibility and engagement generated by TikTok and the subsequent increase in searches and visits on Google. This underscores TikTok’s emergence as a vital component of Kiabi's digital strategy. Notably, we observed a remarkable 6.6% lift in purchases, a 9% increase in return on ad spend (ROAS), and a 4.4% rise in paid search traffic, further emphasizing the platform's effectiveness in driving meaningful results.