Publicis Groupe Latam

The objective

Optimizing their media mix with TikTok

With the growth of reach and impact that TikTok has seen with audiences and consumers, Publicis Groupe knew that strengthening the partnership would bring value to their clients. Though planners and directors had been including the platform in their plans, even as 'test budgets', Publicis was looking for a quantitative approach to proving the impact.

They hypothesized that with the impact that TikTok is seeing globally, there could be a higher value generated for clients, but they needed to understand what the ideal share of TikTok should be.

The solution

Platform integration to test the hypothesis

Publicis Media has been using its proprietary API, Scenario Planner, for many years to plan the ideal campaign for its clients methodically. To understand the value of TikTok within their plans, Publicis Media knew that integration with their API with the platform was key.

Through this integration, Publicis Media was able to create TikTok reach curves for any market, within a matter of seconds. This gave access to all the Publicis Media planners and client partners the opportunity to create the ideal media mix, understanding and considering the power of TikTok.

The result

Driving efficient planning and results

Publicis Media successfully became the first media agency globally to integrate TikTok within their API reach curve module. As teams within the region started to use the tool, the share of investment within TikTok grew. Peru was the first market to use Scenario Planner with TikTok. The results were clear. The SOI was previously around 2% of the entire investment, but, with the analysis of the platform, investment increased to 9% of the full media budget. That is a 350% increase in investment for TikTok, while generating better reach results for the client.