Reserved Geo-Lift
Proving TikTok’s unmatched impact in online and offline sales
The Objective
Bridging digital engagement with online and omni-channel sales for Reserved
Reserved, a leading fashion brand in Poland, ran a geo-lift study to understand the true incremental impact of TikTok on both online and omni-channel sales. The campaign had two core objectives:
Drive incremental online and omni sales at scale through TikTok.
Measure TikTok’s incremental revenue and efficiency using a rigorous geo-lift methodology, separates real impact from background noise.
The Solution
Turning increased TikTok investment into measurable sales outcomes
Reserved partnered with Twigeo to run a geo-lift test, boosting TikTok spend in selected Polish regions while keeping business as usual campaigns in others. Using a synthetic control method, Twigeo compared results in test regions vs. control regions to isolate the lift caused by TikTok.
The test focused on key performance metrics: sales, revenue and iROAS.
The Results
Proven incremental growth across online and omni-channel sales with geo-lift methodology.
Key insights from geo-lift study:
TikTok delivered strong incremental sales and revenue across both online and in-store channels - even at 40x higher spend, results stayed efficient
4.5% online revenue lift with 4.1x iROAS
3.1% omni-channel revenue lift with 5.6x iROAS
Based on results from the test regions, Reserved achieved:
Consistent incremental revenue with 99.99% statistical confidence
Higher engagement-to-purchase conversion in omni, reflected in stronger iROAS (5.6x).
These insights gave Reserved a clear, causal read on how TikTok investment influenced purchases across channels, validating TikTok as a growth lever.