Desigual quantifies the true value of TikTok with Marketing Mix Modeling

Desigual faced a key challenge in its digital marketing strategy: accurately measuring the real impact of TikTok as an acquisition channel. Although the brand had digital measurement and analytics tools, the particularities and limitations of its attribution models did not allow it to properly capture TikTok’s contribution to generating incremental sales.

This lack of visibility created uncertainty: it not only made it difficult to justify the investment to the business, but also to understand the true role of TikTok in global objectives and to plan future campaigns on a solid foundation. Without more advanced measurement, the entire strategy on this channel was called into question.

To bridge the measurement gap and understand the true impact of TikTok on the business, Adsmurai activated an advanced solution based on Marketing Mix Modeling (MMM).

Unlike pre-established digital attribution models, the MMM approach enabled Desigual to analyze marketing performance from a holistic perspective based on aggregated data. Through customized models tailored to the brand’s reality, it was possible to analyze how each channel, including TikTok, contributed incrementally to sales and other key business indicators. Moreover, by working with aggregated data, MMM has become a cornerstone of Desigual’s measurement framework, allowing the brand to analyze its marketing efforts while respecting user privacy and compensating for the effects of signal loss in the digital ecosystem.

The study was carried out in three strategic markets, each with different levels of brand maturity, to gain a richer and comparative view of the real impact of campaigns. This methodology made it possible to go beyond platform metrics and obtain actionable results for future planning.

Before implementing the Marketing Mix Modeling approach, the true impact of TikTok on Desigual’s business remained invisible to traditional measurement tools. Thanks to the development of an advanced analysis tailored to its context, the brand was able to uncover the real value of the platform as a driver of incremental results.

In the French market, one of the brand’s strategic territories, the model revealed that TikTok generated an incremental ROI 26% higher than the average of other channels. This difference positioned the platform as one of the most profitable assets within Desigual’s digital mix.

The most revealing finding was that the real impact of TikTok turned out to be more than 300 times higher than initially estimated, highlighting the hidden value that can go unnoticed without advanced attribution models.

Moreover, in high advertising intensity scenarios, TikTok outperformed comparable channels with results up to 4.6 times stronger in strategic outcomes, consolidating itself as one of the most efficient platforms in terms of impact and performance within the brand’s multichannel strategy.

This new data-driven perspective gave Desigual the clarity and confidence needed to evolve its digital strategy. Thanks to the analysis with Marketing Mix Modeling, the brand not only discovered TikTok’s true impact, but also gained tools to make smarter decisions.

• Understanding TikTok’s value: With solid evidence of the return generated by the platform, Desigual now has a strong foundation to scale its investment in TikTok with full confidence.
• Advanced strategy: The team has started designing a more sophisticated full-funnel TikTok presence strategy, moving beyond isolated campaigns and building on precise and continuous measurement.
• Continuous learning: Desigual has adopted a mindset of constant improvement, exploring new angles of analysis within the MMM model, such as TikTok’s impact on brand interest, organic searches, or overall awareness, through incremental experimentation.