TikTok has published the Clarins case for the Price Off and year-end holiday season in France: a full-funnel strategy combining branding and conversion, with its effect measured. Compared with the previous Black Friday and Christmas performance campaign, the brand achieved +30% ROAS, +15% add-to-carts and +17% search traffic. tigrz runs Clarins’s TikTok account and defines its media strategy.
The challenge: boosting holiday sales and measuring the effect of branding
Clarins wanted to boost sales over the Price Off and year-end holiday season in the French market, with a full-funnel media strategy: branding at the top of the funnel and conversion tactics at the bottom. The impact of branding on commercial performance also had to be measured.
The set-up: from TopView to conversion, with two lift studies
- Top of the funnel: TopView, to maximise visibility and capture attention.
- Bottom of the funnel: Search Ads and Smart+, to reach users with stronger purchase intent.
- Measurement: a Conversion Lift Study and a Search Lift Study, to assess the effect of branding on bottom-of-funnel performance.
Results published by TikTok
- +30% ROAS.
- +15% add-to-carts.
- +17% search traffic.
These results are compared with the previous Black Friday and Christmas performance campaign. The page published by TikTok does not specify the exact dates of the campaign, its duration, its budget or the measurement periods.
What this case demonstrates: inspiring, engaging and converting in a single set-up
For Stéphanie Catarino, e-commerce, acquisition and CRM director France at Groupe Clarins, this approach makes it possible to inspire, engage and convert more efficiently, with a 30% increase in ROAS. Combining a visibility format with purchase-intent levers, then measuring the effect of the former on the latter, answers a question many brands ask: what does branding actually bring to performance?
Find Clarins’s other TikTok activation in the Clarins case (Smart+ Catalog at Black Friday), our TikTok Excellence page, our approach to effectiveness measurement and our Media Performance expertise.
Frequently asked questions
Which TikTok levers did Clarins combine over the holidays?
TopView at the top of the funnel, Search Ads and Smart+ at the bottom, measured with a Conversion Lift Study and a Search Lift Study.
What are the campaign’s results?
+30% ROAS, +15% add-to-carts and +17% search traffic, compared with the previous Black Friday and Christmas performance campaign.
Why measure the effect of branding on performance?
Because top-of-funnel visibility is rarely visible in conversion metrics alone: lift studies make it possible to isolate its effect on sales and searches.
Source: TikTok for Business case study, Clarins.
Going further. See also our approach to media performance, measuring the real effectiveness of campaigns and the Clarins case study.
On the same topic: « Clarins: +22% incremental web purchases on Meta, well beyond last-click » and « Alexandre Pasté, juror at the TikTok Ad Awards ».
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