From Insights to Impact: Two-Year MMM Study with NIQ

The Story Behind the Data

TikTok worked with NIQ to apply a full-spectrum MMM using store-level sales data. The analysis isolated the incremental impact of each media channel within the total mix. The objective was to determine which platforms deliver the highest returns and how optimized budget allocation can maximize ROI.

Key Findings

Significant Media Contribution: TikTok delivered 29–33% of all media-driven incremental sales for both brands, demonstrating substantial impact despite relatively modest investment levels.

• Superior ROI Performance: Compared to TV and other digital channels, the ROI uplift was substantial: up to 170% versus TV (2.7x multiplier) and up to 185% versus other digital (2.86x multiplier).

• Significant Growth Opportunity: The study indicates that increasing TikTok investment by 20% would not reach saturation. This reallocation could elevate ROI from an index of 100% to between 190% and 300%.

Response curves demonstrate significant untapped potential with precise scaling projections

• Brand-Specific Growth Potential: The Skincare Brand could achieve a 6x increase in sales impact by doubling TikTok investment, while the Premium Beauty Brand could realize a 3.7x increase with the same spending adjustment.

Creative Format Performance

Beyond channel allocation, the study revealed significant performance differences between creative formats:

• Spark Ads delivered 37% higher ROI compared to regular ad formats, demonstrating the impact of leveraging organic content styles in paid media

• Seasonal TikTok campaigns achieved 130% higher ROI than non-seasonal campaigns, highlighting the importance of alignment with key retail moments

• When developing content strategy, brands should consider these format differences to maximize their media investment efficiency

Why It Matters

The results confirm that precise media mix optimization leads to tangible sales growth. The study revealed that both brands are currently investing at only 50% of optimal TikTok spending levels, representing a significant opportunity for further investment. For brands seeking to maximize marketing efficiency, this research provides clear evidence that strategic reallocation toward higher-performing channels can deliver substantial returns.

The disconnect between incremental sales value and ROI is particularly noteworthy. While TV Traditional drives 37-40% of incremental sales for both brands, TikTok delivers superior ROI efficiency (100%) with only 29-33% of sales value, indicating a more efficient use of marketing investment.

Synergy Insights

The study uncovered important synergistic effects when multiple channels are executed together, with patterns varying by brand:

• Beauty Brand saw a 3.31% incremental sales lift when combining TV and TikTok, with a value of 22,809 units.

• Skincare Brand achieved a 5.16% sales uplift through Other Digital and TikTok synergies, with a value of 46,863 units.

These synergy findings suggest that brands should consider TikTok as part of an integrated media strategy rather than an isolated channel. The complementary effects with both traditional and digital media indicate that TikTok can enhance overall campaign effectiveness when properly coordinated with other touchpoints.

The Bigger Picture: Market Context

In the Central European and Romanian beauty markets, the MMM study demonstrates that data-driven investment strategies can transform media channels into high-performance growth drivers. With NIQ's proven methodology, TikTok can help brands identify where and how to invest for maximum impact.

These findings align with broader industry trends showing the increasing effectiveness of platforms that combine entertainment with commerce. As traditional media continues to fragment, identifying channels that deliver both reach and efficiency becomes increasingly critical for beauty marketers seeking sustainable growth.

Ready to explore how TikTok can unlock your growth?

Get in touch with your TikTok representative or visit TikTok For Business to learn more about optimizing your media mix and leveraging proven creative strategies for maximum impact.