FC Barcelona and TikTok: an incremental growth strategy for the Barça Immersive Tour

During a period of intense competitive pressure throughout the summer, the Barça Immersive Tour faced three key challenges:

• Increasing ticket sales in an environment saturated with tourist stimuli

• Capturing users with real intent at the exact moment of search

• Understanding TikTok’s incremental contribution beyond traditional attribution

The challenge was not only to generate conversions, but to prove incremental growth and real efficiency within the media ecosystem.

In collaboration with Adsmurai, FC Barcelona deployed a full-funnel strategy combining reach, performance and advanced measurement on TikTok.

The activation was structured across three layers:

• Top Feed to expand visibility and generate demand at the top of the funnel

• Search Ads Campaigns to reach high-intent users while actively searching for cultural experiences, museums or tickets in Barcelona

• Traffic and lower-funnel formats to reinforce conversion

The impact of the strategy was evaluated through a Marketing Mix Modeling (MMM) framework developed by Adsmurai, enabling the measurement of TikTok’s true incremental contribution within the media mix.

The integration of Search Ads Campaigns into the full-funnel strategy improved both operational efficiency and TikTok’s incremental contribution within the media mix.

As a result of this activation, TikTok achieved a +11% year-over-year improvement in incremental ROI, generating more incremental revenue per euro invested compared to the previous year and consolidating its position as a scalable full-funnel channel. Source: MMM by Adsmurai

From a performance perspective, the inclusion of Search Ads Campaigns drove an 18% CTR uplift, reflecting a significant improvement in efficiency and ad relevance by capturing users at high-intent moments.

The Marketing Mix Modeling (MMM) analysis also confirmed that TikTok was the only channel in the mix able to combine incremental revenue growth with positive ROI, outperforming more mature channels and reinforcing its role as a strategic lever within media planning.