CarrefourSA

The Objective

Creating a seamless, measurable Web2App journey powered by first-party data and intent signals

CarrefourSA and Publicis designed a data-driven TikTok Web2App strategy to seamlessly connect mobile web and app experiences through deep linking, unified attribution, and real-time personalization. By leveraging first-party data, predictive modeling, and TikTok’s full-funnel advertising ecosystem, we transformed TikTok from an awareness channel into a measurable growth engine that consistently drove high-intent installs, in-app purchases, and incremental revenue.

The Solution

Combining predictive segmentation, Adjust & TikTok Web integration and TikTok’s full-funnel ad ecosystem to activate users at every stage

We built a three-phase personalized growth architecture combining TikTok’s advanced ad solutions with a robust Web2App measurement stack. At the core, we integrated TikTok Web events and app events with Adjust to enable unified cross-platform attribution, while deferred deep links ensured seamless redirection from ad to app or mobile web without losing tracking continuity. Using of first-party behavioral data stored in BigQuery, we developed predictive AI models to score users by purchase intent and dynamically segment them into high-, mid-, and low-intent cohorts, effectively transforming our data warehouse into a real-time CDP. These segments were automatically synced to TikTok for live audience targeting, while existing purchasers were excluded to protect efficiency.Campaign execution leveraged TikTok’s full ecosystem: TTCX for performance scaling, Max Pulse for high-impact reach, Smart+ automation for bidding efficiency, catalog-based ads powered by product feed integrations with strong match rates, and brandformance placements to combine branding and conversion objectives. We structured the growth strategy into a five-stage funnel approach. First, we re-engaged installed-but-inactive users with personalized messages focused on speed, incentives, or trust to trigger their first purchase. Second, we converted web-only visitors into app users through Web2App journeys designed to drive installs with intent-based creatives. Third, we reactivated dormant users with coupon-led offers and higher basket thresholds to increase average order value. Fourth, we scaled reach through broad app-install optimization to efficiently acquire new high-potential users. Finally, we maximized revenue by running broad purchase optimization campaigns, allowing TikTok’s algorithms to identify and scale high-value converters at volume.

The Result

Turning TikTok into a high-efficiency growth engine delivering incremental installs, purchases, and revenue

The integrated approach significantly reduced web-to-app drop-offs strengthened attribution accuracy, and improved campaign optimization signals. Personalized segments outperformed broad targeting with higher engagement, install, and purchase rates, while Smart+ and feed-based automation accelerated efficiency. The strategy delivered incremental installs, stronger first-order conversion, and higher revenue per user without requiring additional media investment. Ultimately, we established a scalable, always-on Web2App growth framework that consistently turned TikTok interactions into measurable and sustainable business impact.