BRAND LIFT STUDY
TIKTOK
CAMPAIGN PERIOD
December 2021
OVERVIEW
Lightbox measured TikTok’s campaign performance and its effectiveness in driving consideration, downloads/usage, and brand likeability (among other KPIs). A brand lift study revealed strong results that outperformed OOH norms, with TikTok enjoying double digit lifts in all metrics.
RESULTS (A13-54)
All KPIs reported are survey based. % Lifts: Control shoppers vs. Exposed shoppers who recall ads on video screens (% relative change). OOH Norm from MFour.
^Statistically significant, tested at 90% confidence level. ^^Statistically significant, tested at 95% confidence level.
Took Action/Engage (within 24 hrs of leaving the mall) includes: searched online for more info on TikTok, downloaded TikTok app, talked asked friends/family/co-worker about TikTok, started using, or other.
Ad Likeability & Brand Likeability Impact: forced exposure creative testing (control/no mall exposure vs. exposed/mall exposure)