Cdiscount

The Objective

Demonstrate that TikTok is a relevant platform for business generation

Cdiscount has the ambition to become a performance 1st brand with TikTok. The goals of the campaign alongside the measurement protocol were to:

• Scale always-on activations to accelerate new customer acquisition

• Demonstrate TikTok’s incremental value as a performance channel

• Drive stronger results on TikTok across all peak moments

The Solution

Combining a CLS with a geolift to prove TikTok's incremental efficiency

To further demonstrate the effectiveness of TikTok, Cdiscount’s media and data teams, working hand-in-hand with GBS and the Marketing Science teams, decided to implement a dual parallel study combining a CLS and a GeoLift. The objective was to achieve consistent and positive results to validate the hypothesis that TikTok drives incremental business. This approach, which involved a specific measurement protocol, carried several implications:

• Part of a broader framework: It fits into a more global learning agenda and represents only the first milestone.

• Geographical constraints: It was deployed with inherent geographical constraints, excluding 50% of the target areas.

• Optimized timeframe and intensity: To maximize the likelihood of success, these studies were conducted over a shortened 4-week period with significantly higher media pressure

The Results

Securing more leads, lower acquisition cost & mouth-watering results

1. Positive Impact Conversion lift is significant and consistently positive across all campaign optimization events with +9.1% lift.

2. Incremental revenue The experiment demonstrated that the campaign's incremental ROI was twice as high as the ROI attributed to the platform (using a traditional 7-day post-click attribution model).

3. Growth driver Incremental revenue was fueled exclusively by higher conversion rates, not increased basket size which remained flat across both groups.