ba&sh
ba&sh: measuring the incremental purchases generated by Facebook and Instagram
The challenge
Reach new audiences and demonstrate what social really brings to the business, beyond the measurement gaps between ad consoles and analytics tools.
The activation
tigrz is the common thread of ba&sh’s social, Search, programmatic, data and feeds work. A textbook case of innovation: with the Facebook France teams, tigrz designed and deployed a study on the “Happy Days” commercial operation, with exposed and unexposed populations, to measure the impact of Facebook and Instagram campaigns on online revenue and on incremental business.
Source: tigrz article “How to measure the incremental business generated by your Facebook or Instagram campaigns? Our case with ba&sh” (November 2020).
The results
Study carried out in 2020 with Facebook France. Average basket value also rises by 6%.
What these results demonstrate
The +8.05 ROAS points prove the business impact generated for ba&sh: with this strategy, the brand achieves a net performance gain.
The 6% increase in average basket shows an ability to reach buyers with a higher purchase potential.
This method reflects tigrz’s approach: deploying tests that verify the incrementality of campaigns, then building these learnings into always-on strategies thanks to data-driven proof. It is in line with current incrementality methodologies, such as the lift studies we run on Meta, TikTok or Snapchat (see also AMI Paris).
Video Shopping Ads on TikTok: retargeting in the service of conversion
On TikTok, ba&sh worked with tigrz on Video Shopping Ads to reach its e-commerce objectives, a format chosen for its ability to engage consumers at the moment of purchase decision. The set-up relies on a structured conversion funnel, better audience signal quality, accelerated learning phases and retargeting of people who have already shown interest.
Source: TikTok for Business case study “ba&sh”. Undated case study; absolute ROAS and CPA values not disclosed.
Collaboration