The Oodie

The Objective

Snuggling up to ROI driving media channels

The Oodie is an Aussie born lifestyle clothing brand most well known for their iconic, oversized wearable blanket along with a catalogue of premium comfort wear and accessories. The brand has an active presence on TikTok through both their organic and paid activity which has allowed them to build a captivated audience on platform. 

To better understand the role of each channel in their media mix, The Oodie frequently utilises multi-touch attribution and Marketing Mix Modeling (MMM). To complement these measurement methods and deepen insights around the source of product discovery, the brand turned to traditional post-purchase surveys (PPS). However, due to low survey response rates delivered through The Oodie's email communications, the brand was unable to draw high-quality insights and wanted a more effective PPS strategy.

The solution

Using post-purchase surveys to peek under the hood at channel attribution

The Oodie turned to TikTok Ecosystem Partner, Fairing, to set up a post-purchase survey (PPS) to add to their knowledge of their multi-channel attribution. The post-purchase survey is a simple questionnaire that appears as part of the checkout experience right after customers complete a purchase in an e-commerce business' website. The survey itself is widely customisable to suit the brand's measurement objectives and, as it's presented directly in the web browser, is more likely to receive a higher response rate when compared to email PPS.

The Oodie employed Fairing's Question Stream®, an always-on stream of zero-party data, appending transactions to obtain product-specific insights and poll their customers to gauge the true value of TikTok to their media mix. In particular, it prompted customers to identify the marketing channel responsible for their product discovery from a list of channels by posing the question: "Where did you hear about us?" allowing customers to attribute the success of their purchase to a specific channel.

The Results

Wrapping up with ROI success on TikTok

Through Fairing's post-purchase survey, The Oodie was able to close the loop and understand the first touch attribution role of their media channels. In particular, they found that while just 3% of their overall digital media budget was spent on TikTok, the channel brought in 13% of their customer sales.

This impressive attribution was no surprise to the brand as there were indicators that pointed to the fact that TikTok played a more significant role in their media mix than what was previously recorded. Through the additional insights from the survey, The Oodie has continued its focus on the platform and TikTok has since become a more successful revenue driver over the long term.