Nécessaire

The objective

Understanding TikTok’s true impact across Amazon and DTC

Nécessaire is a premium personal care brand known for its clean, effective body care products. Amazon is a core sales channel for the brand, and their marketing team was well aware of the measurement challenges that come with it.

With ambitious growth goals for 2025, Nécessaire needed a scalable approach to both activation and measurement that could capture the full impact of its upper-funnel investments. By partnering with Fospha, the team moved away from pixel-based tracking toward a unified measurement framework designed to better reflect TikTok’s contribution across channels.

The team hypothesized that TikTok was generating incremental demand and driving downstream Amazon conversions. However, without a like-for-like comparison between Amazon Ads and other media channels, it was difficult to assess true ROI or make confident investment decisions across previously siloed parts of the business.

The solution

Scaling performance with Smart+ Catalog and a full-funnel TikTok approach

To maximize performance, Nécessaire implemented a full-funnel TikTok strategy designed to both generate demand and convert high-intent users. The team launched Focused Views to strengthen upper-funnel impact, while using Smart+, TikTok’s AI-powered automation solution, to efficiently scale performance through Smart+ Catalog ads.

This approach intentionally increased upper-funnel investment to fuel discovery and expand the pool of ready-to-convert users. As highlighted in the 2026 Fospha TikTok Playbook, top-performing brands on TikTok typically allocate at least 25% of their media budgets to upper-funnel campaigns, reinforcing Nécessaire’s decision to lean into discovery-led growth. By reaching new audiences with engaging, commerce-forward creative, the brand was able to build demand earlier in the funnel and improve downstream performance across both DTC and Amazon.

To accurately measure impact, the team paired this activation strategy with a unified full-funnel measurement approach, moving beyond pixel tracking to better understand how upper- and lower-funnel campaigns work together to drive incremental results. This measurement approach was powered by Fospha’s Core and Halo solutions, enabling Nécessaire to capture the full impact of TikTok and their other channels across DTC and Amazon.

The results

Discovering TikTok-driven revenue growth across Amazon and DTC sales

By accounting for DTC and Amazon revenue, Fospha Halo revealed that TikTok’s true ROAS was 2x higher than for DTC sales alone.

With this unified perspective, the team saw that TikTok drove 9x year-over-year revenue growth, powered by the combination of a full-funnel strategy and Smart+ automation. Upper-funnel campaigns emerged as a critical growth driver within Nécessaire’s omnichannel mix, helping generate demand earlier in the customer journey and increasing TikTok’s downstream contribution to conversions.

Additionally, Fospha’s unified measurement showed that TikTok ROAS improved 5x YoY. This outcome aligns with Fospha cross-client data, which shows that TikTok upper-funnel campaigns drive a 245% ROAS increase when Amazon impact is considered alongside DTC compared to DTC alone. This showcases TikTok’s omnichannel effectiveness and the ability of Smart+ Catalog ads to convert demand efficiently at scale.