WeRoad

The Objective

WeRoad is a community of travellers who share a passion and love for exploring the world, discovering faraway cultures, meeting new people and connecting with each other. The brand wanted to prove that TikTok could drive incrementality not only in terms of website conversions, but also in terms of generic and brand searches on Google.

The Solution

The brand adopted a full-funnel approach consisting of branding and performance campaigns, with a particular focus on In-feed traffic and conversions. A search lift study was activated to measure the impact of the campaign on the defined KPIs. The brand implemented additional events through Pixel and Events API to track users who clicked on Google search ads, both brand and generic, based on specific UTMs.

The solution randomises the selection of users and splits the target audience into two groups - a test group and a control group. This ensures that the test group sees the campaign ads while the control group does not, resulting in a numerical difference between the test and control results to show the incremental lift in terms of both actions on the WeRoad website and Google searches.

The Results

The results were incredible and statistically significant from an incremental point of view: the brand was able to increase generic searches (e.g. "viaggi di gruppo") by 15.5% and brand searches (e.g. "WeRoad") by 22.2%. In addition, the campaign drove direct incremental website traffic and resulted in a 31.3% increase in booking intent.This study demonstrated the pivotal role of TikTok in the discovery phase, not only driving direct traffic, but also playing an important assist role in Google searches.