Unlocking hidden ROI on TikTok with Marketing Mix Modeling
Desigual is a global fashion brand, based in Spain, known for its bold designs and vibrant, creative spirit. As a brand constantly looking to innovate and stay ahead of trends, Desigual has embraced TikTok as a key platform to connect with younger audiences and drive business growth.
While the brand had already been running campaigns on TikTok, they had the need to better understand the platform’s contribution to their sales and overall marketing performance. Traditional analytics failed to capture the full value of TikTok, particularly in comparison to other marketing channels. Desigual aimed to uncover deeper insights and accurately measure the true impact of their TikTok investment, with the goal of scaling their efforts on the platform with greater confidence.
To better understand the full impact of TikTok on their business performance, Desigual partnered with Adsmurai to develop an advanced Marketing Mix Modeling (MMM) project. The goal was to go beyond traditional last-click attribution and capture the incremental value that TikTok was delivering across the entire customer journey.
The MMM analysis was designed to evaluate Desigual’s entire marketing ecosystem, both digital and offline, across three key markets with varying levels of brand maturity. This included assessing the contribution of TikTok alongside other major media channels and platforms, providing a full picture of how each channel influenced overall sales outcomes.
During this process, Desigual leveraged TikTok’s core ad solutions, including In-Feed Ads and Spark Ads, with a performance-driven creative strategy designed to engage audiences and drive measurable business results. The campaigns targeted fashion-forward consumers across multiple markets, using authentic and visually compelling content that reflected Desigual’s bold brand identity.
Rather than focusing on a single tactical campaign, the MMM project analyzed sustained TikTok activity across multiple flights and product drops, providing insights into the platform’s long-term impact on brand outcomes and total puchases, both online and in-store sales. While the initiative did not include a specific creator collaboration, the creative approach leaned into TikTok-native content styles to drive relevance and engagement.
This advanced measurement project enabled Desigual to validate TikTok’s role in its broader marketing mix, optimize future investment decisions, and refine its strategic approach on the platform.
According to internal performance data, the MMM analysis revealed that TikTok was driving a significantly higher return on investment for Desigual than previously understood. In one of the brand’s core markets, TikTok delivered a +26% higher ROI compared to the average of all other marketing platforms. The study also uncovered that standard last-click attribution had underestimated TikTok’s true contribution to sales by more than 300x.
Beyond the numbers, this project provided Desigual with critical strategic insights. The advanced measurement strategy enabled the brand to clearly validate TikTok’s value within its broader marketing mix and confidently scale future investment as TikTok demonstrated high ROI efficiency, achieving an mROI over 4.6 higher than comparable channels at high investment levels. This highlights strong scalability and sustained growth potential as a powerful channel for the long-term.
The success of the initiative has led Desigual to evolve towards a more sophisticated, full-funnel approach on TikTok, moving beyond basic performance campaigns to integrate the platform across the entire customer journey. Desigual plans to build on these learnings with new campaigns and continued experimentation, using advanced measurement techniques to further optimize impact and explore TikTok’s potential to drive both short-term results and long-term brand growth.
TikTok has been a key channel for Desigual's rebranding. MMM has allowed us to identify where to scale investment with the greatest impact. The goal is to continue incorporating performance KPIs and evolve towards a full-funnel strategy that further drives growth on the platform.