TIM

The Objective

What's the right number?

TIM is one of the brands that have already integrated TikTok ads into their business strategy. The brand has long been advertising on the platform to attract more customers to its home internet offer, TIM Ultrafibra—including innovative solutions to maximize results.

Although the results of the always-on strategy were very positive, the attribution of the numbers still needed adjustment. TIM’s ongoing studies indicated one impact, but its analytics platform—its ‘source of truth’—showed another. What was the right number?

The Solution

A media impact analysis

There's no doubt that TikTok works and brings results. TIM is aware of this and views our platform as a strategic partner in achieving its business objectives. So much so that, alongside BETC Havas and iCherry, they are already investing in awareness and performance campaigns while leveraging data connections to optimize ad delivery.

The internet provider even runs Conversion Lift studies to monitor the incremental impact of its actions here. In this way, they can track the additional conversions generated by their ads on TikTok.

What really bothered the brand was the difference between the results from those studies and the ones shown in their analytics reports, based on a last-click attribution model. There’s a reason for this disparity: the click-based attribution of results underestimates TikTok’s conversions by 73% (1).

In light of this, TIM partnered with Uncover, a company that conducts media impact modeling studies. These are more comprehensive analyses that cover all the channels an advertiser uses in a campaign, offering a more accurate view of the impact each has on the results.

The gain is remarkable. According to research conducted in partnership with Uncover, 80% of transactions identified and attributed through last-click models come from 4 sources. But when you use a broader measurement model, such as a media impact analysis, you can see that 80% of incremental digital media sales actually come from 7 different sources. In other words, 3 of them end up “ignored” by last-click models.

That’s the kind of study TIM needed to refine its reports and make a fairer attribution, not only of TikTok results but also of all its other channels. So the brand didn't even hesitate to look for consulting for a little help.

The Results

It's (much) more than it seems!

An initial study carried out alongside Uncover showed that the Conversion Lift results were very much real: TikTok's impact was much greater than indicated by last-click reports.

Throughout a whole year, the platform was the most under-attributed of all the channels analyzed. While the analytics reports pointed to TikTok contributing with only 0.26% of the total conversions, the media impact study revealed that the platform generated or influenced 23.94% of the total—a 92x greater impact. And it's worth mentioning: all this with a smaller share of the investment!

As a result, TIM had the proof it needed that TikTok works. The results of the media impact study—now a recurring tool for the brand—were used by the internet provider to calibrate its attribution model. They were also crucial in justifying increased investment in TIM Ultrafibra campaigns on the platform. After all, the results were even better than it seemed, right?

See how a different approach to measurement can be crucial for distributing your spend in the best way? We have some ideas for you to consider for your brand. Let's test it too?