Zakcret Greece
Conversion Lift Study to prove TikTok incrementality on website traffic and purchased events, implementing pixels and applying a performance-oriented strategy.
The Objective
Zakcret, the largest Greek company in the sports and athleisure sector, shares a common vision to continuously provide innovative sports products and services to consumers, ensuring that they always have an ally in their chosen sport. Their innovative culture and team mentality is based on the triptych: body, mind, life.To support this vision, the brand wanted to demonstrate that TikTok could drive incremental traffic to the website and conversions.
The Solution
Taking a virtuous approach to both TikTok and measurement, Zakcret implemented signals through TikTok Pixel and Advanced Matching. The brand used performance-based strategies, focusing specifically on Smart Campaigns, alongside 'always on' actions aimed at maintaining a continuous flow of new followers and customer retention through community interactions and product sales.
A conversion lift study was initiated to assess the impact of the campaign on the defined KPIs. The brand evaluated all events across the web funnel to measure TikTok's influence at each stage. The solution randomised the selection of users, dividing the target audience into an exposed group and a control group. This ensured that the test group saw the campaign ads while the control group did not, resulting in a measurable difference between the test and control results, isolating the impact of TikTok and illustrating the incremental lift in Zakcret's business results.
The Results
The results were outstanding and statistically significant from an incremental perspective: the brand successfully drove traffic to the site, generating a +15.7% increase in page views and improving consideration through View Content (+14.9%) and Add to Cart (+13.3%).
In addition, the campaign significantly increased the Start Checkout event by +13.0% and the Add Payment Information event by +12.2%. The campaign also showed a positive directional lift in Purchase events, with a +6.0% increase in the number of users contacted.
Even though the campaign was launched just before the seasonal peak, this study highlighted the key role of TikTok for Zakcret's overall business and set the stage for the highly anticipated summer period, including the summer sales campaign launched immediately after this initiative.
Using TikTok's Conversion Lift Study, we effectively measured the incremental impact of our TikTok strategy for Zakcret Sports. The study revealed a significant lift across crucial KPIs, including increased page views and purchase intent. We’re excited to continue leveraging TikTok's potential to drive measurable business growth.
