Aeroméxico

The Objective

Facing an Attribution challenge

Aeroméxico used to run prospecting and performance campaigns across various digital channels throughout the year. On TikTok, they initially opted for branding campaigns, but after seeing positive results, they considered that the platform could also drive sales.

So, they decided to test their first Web Conversion campaigns. They aimed to target communities with diverse interests such as travel, e-commerce, pets, and beauty. However, when activating these campaigns, they faced the challenge of not seeing conversions attributed to TikTok according to their internal attribution reports.

The Solution

Developing an action plan with the help of CLS

To achieve this, the TikTok and Aeroméxico teams collaborated on a detailed action plan:

1. Ensure the correct implementation of signals through pixels and events to confirm that the platform had the right tools to achieve better results.

2. Conduct a Conversion Lift Study (CLS), an incremental study, to determine how many conversions would not occur without TikTok campaigns and how many are generated incrementally. This study involved comparing control and exposed groups to understand the real impact of TikTok ads on user actions.

3. The challenge didn’t end there. Aeroméxico knew that TikTok could generate sales, but they wanted to optimize their campaigns to achieve even better results. Therefore, always-on campaigns were implemented in collaboration with the TikTok team, allowing continuous learning and optimization to improve conversion rates.

4. Finally, a new Incrementality Study was conducted months later to evaluate the effectiveness of the campaigns and gain a long-term view of their impact on sales.

The Results

Taking Off with Incremental Sales on TikTok

The results of the first study demonstrated that TikTok was indeed capable of generating incremental sales, achieving a 12% lift in sales. Additionally, the study confirmed that TikTok campaigns contribute to different events within the funnel:

- Add to Cart: 9.6%, Add Payment Info: 11%, Sales: 12.19% [1]

In the second study, after the implementation of always-on campaigns and optimizations, there was a 32% lift in sales and in the funnel events: Add to Cart: 17.53%, Add Payment Info: 25%, Sales: 32.02% [2]

Without a doubt, Aeroméxico considers TikTok to be a strategic partner for generating conversions and sales. As a result, the brand will continue conducting studies to verify the contribution of TikTok campaigns to their sales funnel and the optimizations made in their campaigns.

This case study was showcased at TikTok Creative Fest 2024 in the keynote presentation "POV: Tu Campaña es un Éxito." The brand presented the case, outlining the process, strategy, and results of the campaign, including the CLS studies.

Sources: [1] Conversion Lift Study (CLS) conducted by TikTok Mexico, Oct-Nov 2023 [2] Conversion Lift Study (CLS) conducted by TikTok Mexico, Mar-Apr 2024