Actimel

Objective

Actimel, a Danone brand, promotes a healthy, sustainable lifestyle by offering a range of fermented milk products. Immunity is the cornerstone of a good health & wellbeing. But everyday factors can challenge it, specifically during winter. Actimel's main brand promise is to support immune system with its range of fermented milk enriched in vitamin D and B6 that are being sold in the FR market for more than 25 years. Actimel's key challenge was to build further consideration among its core target, during a key seasonal momentum of winter, to deliver its immune promise benefits.

They sought to enhance their brand visibility on TikTok, increasing awareness among the TikTok audience while measuring the incremental lift in sales generated by their TikTok campaigns.

To achieve this, Actimel partnered with TikTok and LiveRamp to quantify the sales incrementality of their TikTok campaign and to evaluate the complementarity of advertising on TV and TikTok using the Sales Lift measurement solution.

Solution

Actimel faced several challenges, particularly the need to understand customer purchasing decisions and behavior. Our goal was to assess how effectively TikTok drives customer engagement and increases sales.

To address this, TikTok collaborated with LiveRamp to develop a solution for measuring sales lifts from both in-person and online purchases. This solution involved comparing the purchasing behavior of two groups: an exposed group that saw the ads and a control group that did not. They used data from TikTok, Carrefour, and Bouygues Telecom to understand the purchase behavior of individuals who had not seen the ads, those who had seen the ads only on TikTok, and those who had seen the ads on both TikTok and TV.

As a result, we analyzed Actimel’s TikTok campaign, which combined Auction and Top View formats in France at the end of 2023, to understand its impact on key sales metrics.

Results

The synergy between running a campaign on TikTok and on TV for the same product is evident: Brand: TikTok x TV = TikTok X 2.15.

Actimel experienced notable success with these TikTok campaigns, which led to a direct boost in product sales. According to a LiveRamp Sales Lift study, TikTok contributed to a 4.84% increase in sales for the brand, achieving a Return on Ad Spend (ROAS) of €1.54, surpassing LiveRamp's benchmarks.

When combined with TV ads, the TikTok + TV campaign generated a 10.41% increase in sales for the brand with a ROAS of 0.23. This combined approach resulted in a sales lift ratio of 2.15.

Conclusion

By integrating TikTok ads and utilizing LiveRamp's insights, Actimel effectively measured the impact of their TikTok campaigns in France. The addition of TikTok ads to TV ads significantly enhanced their ROAS and amplified their sales lift. The collaboration between LiveRamp, Danone Actimel, and TikTok offered valuable insights into TikTok's effectiveness as a sales driver, helping Danone Actimel achieve its objectives and gain new insights for optimizing future campaigns and media strategies.

Impact

This Danone Actimel case study underscores the importance of measuring and demonstrating the impact of advertising on sales for CPG advertisers, whose primary metric is product sales, whether in-store or online. Tracking the journey from digital impression to in-store purchase can be challenging. By partnering with TikTok and LiveRamp, Actimel was able to measure the sales impact of their TikTok and TikTok + TV campaigns in France, revealing opportunities to optimize future advertising campaigns and media strategies.