REVEL

The objective

Is TikTok a Performance Channel? REVEL Found Out

REVEL is a fully online, all-inclusive car leasing service based in Spain. The company faced a key challenge: turning digital engagement into real business results. The objective was clear: to test the platform’s ability to drive measurable outcomes through a data-driven, performance-focused campaign.

REVEL wanted to strengthen its digital conversion funnel, focusing on driving meaningful user actions. While already active across multiple channels, the brand needed clear proof that TikTok could deliver more than just awareness, it had to show measurable impact on performance. The brand's marketing goal was clear: evaluate TikTok’s ability to drive relevant conversions through a performance-driven campaign supported by data that proves their strategy in the platform.

The Solution

Leveraging Smart+ for Automated, AI-Driven Campaign Optimization

What happens when you let AI take the lead? To put TikTok’s capabilities to the test, REVEL decided from on side to run an A/B test to compare their usual campaign approach with TikTok’s AI-powered, automated solution: Smart+.

Thanks to Smart+, the team unlocked a new way to run performance campaigns:

• Simplified Setup: Smart+ offers a straightforward entry point in TikTok Ads Manager, requiring minimal effort to initiate campaigns.

• Optimal Campaign Management: Leveraging predictive AI, Smart+ optimizes campaigns to deliver improved performance based on key performance indicators (KPIs).

• Automated Creative: Smart+ automates various elements of ad creatives, such as videos, text, and call-to-action, to prevent creative fatigue. It dynamically shifts budgets towards the highest-performing creatives, ensuring better results more quickly.

On the other side, a Conversion Lift Study was also launched to understand to what extent the adoption of this new solution in their TikTok strategy was driving incremental conversions across the their funnel, and combined with the AB Test results, measure the impact that TikTok automated products can have when it is incorporated as a key part of their media plan.

The Results

Smart+ Outperforms Standard Campaigns with Incremental Impact

The campaigns included in the analysis showed strong, measurable improvements in key metrics, demonstrating the real value and immediate impact of advanced automation:

• 28.6% Reduction in Cost per Conversion: this substantial drop proves how replacing manual campaign setups with Smart+’s automated decision-making, the brand was able to allocate budget more precisely, reduce waste, and convert users at a lower cost.

• +27.0% Lift in Web Search: reflecting increased user engagement and interest, and proving upper-mid funnel effectiveness, a crucial but often overlooked aspect of performance campaigns.

• +64.8% Lift in Initiate Order: demonstrates Smart+’s strength in driving users to one of the main events that REVEL consider and measures throughout their conversion funnel. It proves that the platform doesn’t just generate engagement, but also brings incremental results into high-value actions for the brand.

These outcomes validate TikTok’s Smart+ solution as more than just an optimization solution: It’s a strategic performance lever which should be considered in any strategy focused on performance objectives. By combining AI-driven automation with real-time web signals, Smart+ delivers superior efficiency and conversion outcomes compared to traditional, manually managed campaigns.