Deezer
The impact of Premium Branding on performance campaigns
Deezer, a global music streaming service, aimed to stay ahead of TikTok’s evolving formats while accurately measuring the impact of its campaigns. In a competitive market, Deezer sought to boost user acquisition and engagement by leveraging TikTok’s high-impact ad solutions and refining its measurement strategy beyond standard metrics.
Objective
Optimizing User Acquisition with Premium Branding Formats
Deezer wanted to identify what drives the best user acquisition results, particularly the role of premium branding formats. By using TopView, Pulse, and Top Feed, the goal was to assess their influence on performance campaigns and optimize future TikTok activations.
Solution
Measuring Branding Impact on Performance
To measure the impact of premium branding on lower-funnel campaigns, Deezer conducted a controlled multi-cell lift study. It compared two groups: one exposed to both branding and performance ads, the other to performance ads only. This approach helped isolate the incremental value of TikTok’s branding formats.
Results
Premium Branding Cuts CPIC by 43% & Boosts Conversions
Premium branding formats combined with performance campaigns led to significant increases in conversions and a 43% lower Cost per Incremental Conversion (CPIC), proving their efficiency.
The study showed strong lifts in key actions within the Brand + Performance group: registrations (+70%), add-to-cart (+74%), and add payment info (+41%). App installs also rose (+16%). Higher reach in this group drove 21% more incremental conversions.The study's findings confirmed that large-scale branding boosts performance campaigns, sustaining both short- and long-term growth.
After assessing brand perception and consideration through brand lift studies, we wanted to take our TikTok's measurement ambitions a step further by implementing a multicell conversion lift study. Beyond deepening our understanding, the results highlight how powerful TikTok branding campaigns—combined with premium formats can be in driving impressive lower-funnel performance. This multicell approach unlocks new measurement opportunities, allowing us to fine-tune our media mix, TikTok formats, and creative strategy even further.