On

The Objective

It’s On! The Zurich-headquartered brand of the same name is on a mission to ignite the human spirit through movement. Having delighted runners with Swiss performance engineering and innovative design for more than a decade, On is currently evolving into a premium global sportswear brand.

A key channel in communicating this transformation and conquering the hearts of Gen Z and young audiences in general: TikTok. One of its priority markets: the US. This was a duo with bags of potential that On approached with significant ambitions in mind: the creators of CloudTec® technology wanted to drive both brand awareness and sales with a series of new campaigns.

The Solution

To accomplish these goals, On developed a comprehensive Brandformance setup around its max-cushioned Cloudmonster 2 running shoe. Upper-funnel content allowed the audience to discover the brand on TikTok and explore the product. In parallel, always-on performance campaigns were deployed to accelerate conversions. TikTok internal studies have shown that this two-pronged strategy can yield double or even triple the conversions vs. pure performance-oriented approaches.

In consultation with TikTok and based on its existing learnings on the platform, On impressed its audience with a host of both UGC and brand assets. The creatives leveraged different messaging that was adapted to the corresponding funnel stages. They were delivered as In-Feed Ads with a native look & feel and three distinct event objectives: Video Views, Add To Cart, and Complete Payment.

Applying a test & learn methodology, the brand experimented with various creative combinations to optimize its results. In terms of measurement, On demonstrated its pioneering mindset once more and became an early adopter of the Unified Lift Study (ULS) measurement model. Unified Lift Studies bring together the detailed data observable with Brand Lift Studies and Conversion Lift Studies. This enabled the company to assess the incremental impact of its full-funnel approach in a quantifiable way.

The Results

On’s Brandformance campaign was an absolute success. By implementing a full-funnel creative and measurement plan, the brand was able to record a 7.7% product-specific awareness uplift for its Cloudmonster 2 shoes as well as a 7.9% increase in conversions with its dedicated asset mix. It also unlocked a 75% rise in incremental conversions on TikTok compared to previous tests on the platform.

The results demonstrate the powerful effects a full-funnel strategy can yield, and how a Unified Lift Study is a comprehensive solution that evaluates a marketing campaign's impact across the entire customer journey.