Nordic Naturals

The objective

Nordic Naturals and Code3, their agency of record, sought to validate TikTok's incremental impact beyond last-click attribution

To accomplish this, Nordic Naturals and Code3 prioritized validating TikTok’s ability to drive incremental business impact beyond traditional last-click attribution, with a specific focus on off-platform conversions on Amazon. As a brand with a strong ecommerce presence, their primary objective was to accelerate sales on Amazon.com, while understanding how TikTok investment influenced downstream purchase behavior, net-new customer acquisition, and long-term revenue growth, outcomes that are typically under-captured by attribution only measurement solutions.

To accomplish this, Nordic Naturals and Code3 prioritized upper and mid-funnel campaigns optimized for high-intent discovery, shifting the focus from attributed ROAS to true incrementality. By pairing always-on media with a Geo Lift study powered through WorkMagic, the brand was able to isolate and quantify TikTok’s causal impact on revenue and customer growth. This design enabled Nordic Naturals to evaluate TikTok as a scalable discovery and demand-creation channel, while staying aligned with their omnichannel commerce strategy and minimizing operational complexity during the test period.

The solution

Driving incremental revenue through discovery-led web traffic

To align with Nordic Naturals' omnichannel commerce strategy, TikTok recommended a Web Traffic–led approach designed to capture high-intent discovery while enabling accurate measurement of TikTok's ability in driving conversions off platform. Rather than optimizing toward last-click ROAS, the solution focused on driving qualified traffic and allowing downstream purchase behavior to occur naturally through Amazon. This ensured continuity with Nordic Naturals’ existing operations while positioning TikTok as a scalable discovery channel.

Code3 built campaigns using In-Feed Ads for Nordic Naturals' and ran with broad targeting to allow TikTok’s algorithm to identify and scale high-intent wellness consumers. By minimizing audience restrictions and avoiding heavy reliance on retargeting, the strategy prioritized net new customer acquisition and incremental reach. Bidding and optimization were oriented toward traffic quality signals, with stable delivery emphasized over aggressive efficiency constraints to support learning and scale. This approach enabled consistent exposure across the funnel, capturing both immediate and delayed conversion behavior.

To ensure statistically valid measurement, campaigns were maintained with always-on budgets and controlled pacing throughout the flight. Performance evaluation was complemented by a Geo Lift study conducted in partnership with Code3 and WorkMagic, allowing Nordic Naturals to measure true incremental revenue impact rather than relying solely on platform attribution. This methodology provided a clear view into TikTok’s influence on Amazon conversions and customer acquisition, addressing known limitations of pixel-based measurement.

Creative execution supported the broader discovery strategy through functional, product-led messaging that emphasized trust, quality, and scientific credibility. Assets were produced by a third-party partner and diversified across formats to test multiple messaging angles. Together, this solution allowed Nordic Naturals to validate TikTok as a meaningful growth driver, proving that discovery-led Web Traffic campaigns can generate incremental revenue and net new customers even when conversions occur off-platform.

The results

Proving incremental impact beyond traditional attribution

The Web Traffic–led strategy exceeded expectations, validating TikTok’s ability to drive measurable incremental impact even when conversions occurred entirely off-platform. Using WorkMagic’s Geo Lift study, Nordic Naturals achieved a $1.94 incremental ROAS, with all incremental revenue realized through Amazon purchases. This result demonstrates TikTok’s effectiveness as a demand-generation engine, where influence occurs on TikTok but conversion is captured on downstream commerce platforms like Amazon - impact that would remain invisible without incrementality-based measurement.

Critically, the study revealed that standard attribution models under-reported TikTok’s true contribution by 98%, underscoring the limitations of last-click and platform-centric measurement for upper- and mid-funnel media. In addition to revenue lift, the test confirmed net-new customer growth, reinforcing TikTok’s role in expanding household penetration and driving long-term customer value.

Together, these findings repositioned TikTok from an awareness-only channel to a proven driver of incremental revenue and customer acquisition within Nordic Naturals’ broader media mix—while highlighting the necessity of experimentation-based measurement frameworks to capture TikTok’s full business impact.