Waldo’s GeoLift

The Objective

Validating Branding’s Impact on E-commerce

Waldo’s, one of Mexico’s most recognized discount retail chains, aimed to accelerate the growth of its e-commerce channel and validate whether TikTok Branding campaigns could generate a measurable impact on sales. At the time, the channel’s media mix did not include brand campaigns, creating the hypothesis that video exposure could drive incremental effects beyond direct performance.

The objective was to test, through a robust measurement framework, whether a Video Views campaign on TikTok could move key business indicators across the funnel, from sessions and add-to-cart actions to orders and completed payments. To do so, Waldo’s implemented a controlled GeoLift experiment, activating the campaign in selected regions and comparing performance against control areas.

The Solution

Incrementality-Driven Branding

To validate the hypothesis, Waldo’s designed a strategy centered on incremental measurement, with GeoLift as the core pillar of the experiment. In partnership with agency Entropy, the brand launched a Video Views campaign on TikTok, prioritizing native creative solutions and messaging focused on discovery, affordability, and product assortment, aligned with Waldo’s value positioning.

TikTok played a critical role thanks to its ability to capture video attention, inspire product exploration, and connect entertainment with purchase intent. Rather than taking a purely tactical performance approach, the campaign focused on building familiarity, recall, and preference, testing whether these brand effects could translate into measurable e-commerce behavior.

The GeoLift experiment enabled a comparison between exposed and non-exposed regions, isolating the real impact of Branding on sessions, add-to-cart actions, orders, and completed payments. In parallel, a Brand Lift Study (BLS) was implemented to measure perception shifts, evaluating both emotional and transactional impact.

By combining video creativity, efficient reach, and a rigorous measurement framework, the strategy demonstrated that TikTok not only builds brand equity but also drives real business outcomes when properly measured.

The Results

Branding Driving Full-Funnel Growth

The experiment confirmed that TikTok Branding campaigns delivered a direct and measurable impact on Waldo’s e-commerce sales funnel, proving that video can effectively complement and enhance existing performance strategies.

Business Impact (GeoLift):

• +9.96% lift in orders (95.59% statistical confidence).

• +6.16% increase in sessions with add-to-cart.

• +7.47% increase in completed payments.

• ICPA: $1,5K MXN, improving previous benchmarks.

Brand Impact (BLS):

• 21+x% lift in Ad Recall, exceeding 4× the TikTok benchmark (+5%).

• 4.2+x% lift in Brand Familiarity with waldo.com.mx (statistically significant).

The key takeaway: Branding and Performance do not compete, they reinforce each other. A Video Views campaign was able to drive lift across every stage of the funnel, strengthening both brand perception and transactional outcomes.

Sources:

• TikTok Marketing Science Mexico, GeoLift Study, 2025

• TikTok Marketing Science Mexico, Brand Lift Study (BLS), 2025

This is a TikTok Case Study. Past performance does not guarantee or predict future results.