Carrefour

The objective

Carrefour, a retail industry leader, became the pioneer in harnessing the potential of LiveRamp and TikTok's collaboration. The "Jouets" campaign aimed to explore the impact of TikTok advertising on consumer behavior and, importantly, translate these insights into tangible, incremental sales for the retail giant.

The Solution

Campaign

Choosing the right format is often as crucial as the message itself. With the collaboration of the media agency Agence 79, Carrefour opted for the infeed format, leveraging its immersive and engaging nature to capture the audience's attention seamlessly.     

Carrefour's "Jouets" campaign was strategically created to showcase the retailer's toy offerings. The infeed format aimed to create a compelling experience for the audience. Using TikTok interests and demographic audiences, the campaign set out to reach the right audience at the right time.

Study

In collaboration with TikTok, LiveRamp conducted a rigorous Sales Lift study to evaluate the effectiveness of Carrefour's "Jouets" campaign. By comparing the Test audience that has been exposed to the campaign, and an equivalent Control audience that was held out, LiveRamp was able to compute the incremental impact on overall sales, and managed to deep-dive into various metrics, including creatives and frequency.

Results

The outcomes of the LiveRamp Sales Lift study for Carrefour's "Jouets" campaign were impressive. The lift percentage surpassed the benchmark by a remarkable 3.5, indicating a substantial increase in overall sales value compared to Retail industry standards. Moreover, the incremental return on ad spend (iROAS) exceeded expectations, registering an impressive 3.3 higher than the benchmark.

Impact

The impact of the successful campaign resonated across Carrefour's marketing landscape. The lift in overall sales outcomes translated into higher brand visibility, enhanced product awareness, and, most importantly, a significant boost in sales. The usage of the incremental measurement, brought by the Sales Lift study produced by the collaboration between LiveRamp and TikTok, will be used more often for future campaigns.

Conclusion

Carrefour's collaboration with TikTok and LiveRamp for the "Jouets" campaign exemplifies the power of strategic partnerships in the digital marketing sphere. By setting clear objectives, choosing the right format, and leveraging advanced solutions, Carrefour not only met but exceeded expectations. The LiveRamp Sales Lift study not only validated the success of the campaign but also provided valuable insights for future marketing activations. As the digital landscape continues to evolve, this case study serves as a testament to the importance of innovation, precision, and collaboration in achieving marketing excellence, especially for the retail industry.

Agence 79, who was a big part of this success, was thrilled with the results: "Big-scale retailers aim at communicating with all French people, and their media strategies to target them must make way for flawless granularities. The relevancy of TikTok fits this approach perfectly. We are therefore delighted to establish a high value-added collaboration with this social platform. With a ROAS meeting expectations, TikTok undoubtedly allows us to explore a whole new field of expression."