AMI Paris
AMI Paris: testing and measuring the contribution of a full-funnel TikTok strategy to growth
AMI Paris is a fashion house founded in 2011 by Alexandre Mattiussi, combining Parisian elegance with a relaxed approach. For a year-end campaign, tigrz tested TikTok’s ability to strengthen the brand and sell online, with incrementality measurement to understand what the platform really contributes.
Context and objectives
For the year-end period, the campaign pursued three objectives: strengthening the brand’s awareness and positioning on TikTok, reaching a qualified audience, then turning that visibility into online sales.
The question tigrz wanted to answer: can a platform renew its role in the growth of a fashion house, and are brand building and performance complementary there?
The approach: test and learn
We approached the campaign as a test and learn: setting a hypothesis, measuring it properly, understanding what contributed, then deciding on a possible larger-scale rollout.
The set-up: from short video to conversion
- Awareness: short In-Feed videos, with Focused View 6-second optimisation, to capture attention from the first seconds.
- Conversion: catalogue formats and conversion-oriented optimisation levers, including View Content optimisation.
- Measurement: a Unified Lift study, including a Search Lift measurement, to analyse the campaign’s contribution to purchases and searches.
An incrementality measurement separates what the campaign actually caused from what would have happened without it. It makes it possible to read TikTok’s contribution beyond observed indicators alone, and to inform rollout decisions.
The results: measured incremental effects
Source: TikTok for Business case study “AMI Paris: a full-funnel strategy serving brand and business”. These results are incremental effects from the lift study, reported by the brand; they are neither approved nor verified by TikTok. According to this study, the Search Lift covers TikTok’s influence on searches outside the platform.
What the case demonstrates
These results show that a TikTok set-up combining short videos, conversion optimisation and lift measurement can be assessed on its real contribution, to purchases as well as searches. This is tigrz’s logic: deploying tests that verify campaign incrementality, then building these learnings into always-on strategies. See also our TikTok expert page.
Expertise and resources
The content
Collaboration