- The model revealed the hidden value of TikTok for Desigual, showing a real impact 300 times greater than traditional attribution models estimated.
- In scenarios of high advertising investment, TikTok proved to be up to 4.6 times more efficient than other comparable channels, consolidating its position as one of the brand's most profitable digital assets.
- This case, officially recognised by TikTok, reinforces Adsmurai's position as a leading technology partner in MMMs, at a key moment marked by its commitment to artificial intelligence applied to marketing.
Barcelona, 9 September 2025. TikTok is not just a trending channel: for Desigual, it has become a measurable and profitable business driver. Thanks to Adsmurai MMMs, the technology company's proprietary solution, the global fashion brand has discovered that the platform generates an incremental ROI 26% higher than the average for other channels, a value that until now remained hidden behind the limitations of traditional attribution models.
This analysis, which has become the first official case of Adsmurai recognised by TikTok, also revealed that the actual impact of the platform was 300 times greater than initially estimated, and that in high-advertising-intensity scenarios, TikTok achieved performance up to 4.6 times higher than other comparable channels.
The results have given Desigual the clarity and confidence it needs to scale up investment, evolve towards a more sophisticated full-funnel strategy and establish a data-driven continuous learning framework, consolidating MMMs' role as a global benchmark technology in advertising investment measurement and optimisation.
Sonja Pavlicevic, Head of Social at Desigual, explains, ‘TikTok has been a key channel for Desigual's repositioning. MMMs has allowed us to identify where to scale investment for the greatest impact. The goal now is to continue incorporating performance KPIs and evolve towards a full-funnel strategy that further drives growth on the platform.’
This case comes at a key moment for Adsmurai. After being recognised in July 2025 as one of the first partners certified by TikTok in Media Mix Modelling, the company is moving forward with its The Shift strategy, which redefines digital marketing through three AI-driven pillars: intelligent campaign automation, advanced data processing and creative intelligence.
‘This case with Desigual demonstrates that advanced measurement translates directly into business value. With MMMs, brands can uncover invisible opportunities, optimise budgets and grow with confidence in an environment where privacy and signal loss make measurement increasingly difficult’ adds Ángel Bou, VP of Corporate Strategy & Innovation at Adsmurai.
With this recognition, Adsmurai reaffirms its position as a leading technology company, capable of offering international brands not only smarter campaigns, but also the certainty that every investment counts. And, in the case of Desigual, that TikTok is much more than a channel of inspiration: it is a proven, measured and scalable growth engine.
About Adsmurai
Adsmurai leads the transformation of digital marketing through scalable solutions based on data and artificial intelligence. Its proprietary platform, Adsmurai Marketing Platform, centralises the management of campaigns, data, audiences and feeds, optimising performance in real time through intelligent strategies. Headquartered in Barcelona and with a team of more than 400 experts, Adsmurai is an official partner of Meta, Google Premium, Pinterest and TikTok.
