Argos
Learn How Argos Delivered Statistically Significant Uplifts Across All Funnel Metrics
Objective
Building full-funnel impact for peak season performance
Argos is a leading UK retailer known for its extensive product range and convenient shopping experience. For the 2024 Christmas campaign, Argos aimed to maximize its impact throughout the customer journey, from raising brand awareness to driving purchases during the critical holiday season.
TikTok was chosen as the perfect partner due to its ability to engage diverse audiences with immersive, creative content. Argos and media agency PHD UK recognized the opportunity to reach both new and existing customers at every stage of the funnel, leveraging TikTok’s unique ad formats and creative tools.
While Argos had previously experimented with digital advertising, this campaign marked a significant step forward in their TikTok strategy, building on initial learnings and expanding their approach to include creator partnerships and full-funnel measurement. The brand also maintains an organic presence on TikTok, allowing for authentic engagement and community building alongside paid efforts.
Solution
Leveraging TikTok’s ad suite to drive awareness, consideration, and sales
Argos, in collaboration with PHD UK, executed a full-funnel campaign for Christmas 2024, utilizing a suite of TikTok’s most effective ad solutions. At the top of the funnel, Argos employed TopView placements to maximize brand awareness and ad recall. These high-impact, non-skippable ads ensured that Argos captured attention as soon as users opened the TikTok app, making a memorable first impression.
Mid-funnel, Argos leveraged Video Views and Traffic solutions to drive consideration and encourage users to explore Argos’ holiday offers. These formats allowed Argos to showcase their product range and seasonal deals in an engaging, video-first environment, effectively moving potential customers from awareness to consideration.
For the lower mid-funnel and bottom of the funnel, Argos utilized Video Shopping Ads (VSA) with catalog integrations powered by Smartly. These solutions enabled precise targeting and retargeting, driving users to add items to their cart and complete purchases. The use of catalog-driven VSAs ensured that Argos could highlight specific products and promotions relevant to each user’s interests.
Results
Measurable uplifts across the funnel confirmed by lift study
To comprehensively measure TikTok’s impact via incrementality, the campaign was assessed using TikTok’s Unified Lift Study, which confirmed statistically significant uplifts across all funnel metrics: from awareness and consideration to action. Argos’s Christmas campaign exceeded expectations, delivering statistically significant uplifts across all funnel metrics.
Based off the Unified Lift Study results, the Argos Christmas campaign achieved a +5.5% lift in ad recall, a +3.3% incremental lift in ‘view content’, and a +4.2% incremental lift in ‘purchase/complete payment’. Additionally, there were notable uplifts in ‘add to cart’ (+3.7%) and ‘checkout/place an order’ (+4.0%), demonstrating TikTok’s effectiveness in driving both consideration and conversion.
This campaign had it all – multiple objectives, placements and formats, close collaboration between multiple partners, refined audience strategy, technology to augment performance; and all underpinned by measurement at its core. The results prove that TikTok can play a much larger role within the media mix, and we look forward to continuing developing bigger, better campaigns with them.