success > Kiabi
Kiabi’s summer sales surge with TikTok
Kiabi and Jellyfish teamed up with TikTok to drive sales while boosting both engagement and conversion rates.
+44%
Paid search traffic
Kiabi boots sales with TikTok
Objective
The summer sales season is a crucial period for France's leading retailers, including Kiabi, a well-known brand for stylish and affordable fashion. This year, Kiabi –supported by their media agency Jellyfish– collaborated with TikTok to implement a brand performance approach focused on optimizing their summer sales outcomes.
Kiabi and Jellyfish adopted advanced measurement tools throughout the campaign to ensure detailed tracking and in-depth result analysis. This strategic setup allowed them to gain valuable insights into campaign performance, enhancing their understanding and impact.
Solution
For this initiative, Kiabi teamed up with TikTok to launch a 360-degree campaign that included an eye-catching Top View ad, paired with the engaging Shake Surprise format to kick off the summer sales season. Their approach combined VSA prospecting with retargeting campaigns to connect with and re-engage potential shoppers. Additionally, they integrated a Conversion Lift study alongside a Search Lift study, using well-planned events and UTM tracking to analyze SEA visits, thereby boosting both campaign efficiency and insights.
The Search Lift Study offers a new perspective on TikTok's role in our clients’ business by showing how TikTok positively impacts other paid channels, like SEA. This approach goes beyond traditional attribution methods, such as last-click and GA4, providing a clearer picture of TikTok's value.
Thanks to this study, we were able to concretely measure the impact of TikTok on our online performance. The results clearly demonstrate that the visibility and engagement generated by TikTok directly influences searches and visits via Google. This confirms that TikTok is now an essential lever in our digital strategy.
Pauline Fournier, Leader Social Media, SMA & Influence - Kiabi
Results
A clear link between TikTok's visibility and engagement, plus increased searches and visits on Google
The study highlighted a clear link between TikTok's visibility and engagement and increased searches and visits on Google, confirming TikTok's growing importance within Kiabi's digital strategy. Key metrics included a 6.6% increase in purchases, a 9% lift in return on ad spend (ROAS), and a 4.4% rise in paid search traffic, all pointing to TikTok’s effectiveness in driving impactful results.
+9%
Return on ad spend
+6.6 %
Purchases
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