Underoutfit

The Goal

Outgrowing a One-Size-Fits-All Measurement

Underoutfit, a rapidly expanding international fashion eCommerce brand, has been dedicated to creating shapewear and undergarments that offer both comfort and confidence. For the past 2.5 years, their focus on TikTok has been exclusively on performance campaigns.

However, their reliance on a last-click measurement model limited their ability to fully appreciate the platform's value, particularly in recognizing TikTok's unique emphasis on views and engagement.

TikTok, as a platform, excels in engaging users through compelling content that influences purchasing behavior. However, a last-click model, which attributes sales only to the final click before a conversion, often fails to account for the earlier interactions that TikTok generates. These interactions, which might include video views or social engagements, play a crucial role in nudging potential customers along the path to purchase.

This oversight meant that Underoutfit was not seeing the full picture of how TikTok contributed to their sales, thus hindering their ability to scale their marketing efforts effectively across various paid social channels.

The Solution

Finding the Perfect Fit with Fospha's Holistic Measurement

Recognizing the need for a more accurate measurement approach, Underoutfit partnered with Fospha, TikTok's measurement partner, to implement a holistic, multi-touch attribution model. Fospha’s advanced analytics provided Underoutfit with a deeper understanding of the entire customer journey, from the first impression to the final conversion.

By considering all touchpoints—both impressions and clicks—Fospha was able to offer a more comprehensive view of how TikTok contributed to conversions.

This approach marked a significant shift from traditional last-click models, which can undervalue the influence of platforms like TikTok. By moving to Fospha's holistic measurement, Underoutfit could see how different interactions on TikTok, even those that didn’t immediately lead to a click, were instrumental in driving sales.

This shift allowed them to better understand the true ROI of their TikTok campaigns and make more informed decisions about budget allocation.

The Results

Reshaping Strategy with Game-Changing Insights

After implementing Fospha, Underoutfit gained deeper insights into their marketing performance. This new approach allowed them to uncover significant opportunities and optimize their strategy. The following key findings highlight the impact of this shift:

• CPA Reduction: Implementing Fospha and evaluating TikTok with Fospha's attribution model revealed a 40% lower CPA compared to TikTok Ads Manager (TTAM) and a 92% lower CPA than Google Analytics.

• Revenue Impact: TikTok demonstrated a 9x greater impact on revenue than what Underoutfit's previous click-based model identified.

• Budget Scaling: With the insights gained from the new evaluation model, Underoutfit expanded their TikTok budgets by 5x, recognizing the platform's substantial impact on their growth strategy

Armed with this holistic measurement capability, Underoutfit successfully adopted an omni-channel approach, achieving remarkable results.

This case underscores the importance of adopting advanced measurement techniques to fully capture the value of platforms like TikTok, ensuring brands can scale effectively and sustainably.