Samsung

The Objective

For the launch of their new Galaxy S25, in collaboration with Mindshare Italia, Samsung planned a full funnel activity on TikTok to raise awareness about smartphone futuristic characteristics and AI features. The media plan adopted has been instrumental in reaching positive results, taking advantage of TikTok premium formats like TopView, PULSE (Movie / Gaming) and TopFeed (to maximise reach and generate traffic towards Samsung website, inFeed video were included too).

The Solution

To comprehensively evaluate the campaign’s impact and better align with strategic marketing goals, Samsung adopted an innovative, full-funnel measurement approach through TikTok’s Unified Lift Study:

Leveraging integrated measurement to assess full-funnel impact Samsung implemented a Unified Lift Study that merged insights from both Brand Lift and Conversion Lift studies. This comprehensive approach provided a holistic view of the campaign’s effectiveness, capturing upper-funnel metrics like Ad Recall and Brand Association alongside mid/lower-funnel conversion events.

Innovating with custom metrics to capture search behavior In partnership with Mindshare, Samsung introduced an innovative twist by integrating Search Lift elements into the traditional Conversion Lift Study framework. This allowed the team to track not only paid outcomes but also organic search behavior, offering a more nuanced understanding of user engagement driven by campaign exposure.

Aligning measurement strategy with business objectives By tailoring custom events within the Unified Lift framework, Samsung ensured that campaign evaluation was directly linked to real business outcomes. This data-driven strategy helped optimize both brand perception and performance metrics, aligning measurement with marketing goals.

The Results

The Unified Lift Study demonstrated that TikTok campaigns deliver a strong impact across the entire funnel—from brand awareness to traffic and conversion. Notably, Brand Attitude saw an increase of +2.6% (with ~63% of exposed users evaluating positively or very positively S25 in terms of AI innovation), while Brand Association (VS AI topic) rose by +1.5%. The campaign also drove meaningful outcomes in terms of promo/offer-page engagement (+8.0% View Content) and in the generation of traffic to the website. Specifically, TikTok has proved to be able to play an important assist-role in:

• Organic Search (+8.3%)

• Direct Search (+6.9%)

• Paid Search (+7.3%)

These results reinforce TikTok’s value beyond entertainment, positioning it as a high-performing advertising platform capable of guiding measurable business outcomes. Furthermore, the study confirmed TikTok’s role as a powerful trigger for post-campaign online searches, underscoring its effectiveness not only in driving incremental traffic, but also in supporting consideration and conversion behavior as a key assistive channel.