ODStore

The Objective 

ODStore was born from a dream and the great will of a boy who at the age of twenty decided to open a bakery, launching himself into the world of entrepreneurship as a small artisan producer, offering products from traditional Italian recipes. A good dose of courage, unwavering commitment and a dash of luck were the ingredients of success that led that boy from the small bakery to the opening of the first ODStore. With fresh over-the-counter products of its own production, a wide assortment of items packaged under its own brand name, and a variety of the best brands on the market at unbeatable price, ODStore now has more than 80 stores in Italy and is constantly expanding.

ODStore sales were growing slow in specific areas of Italy, so the objective of this campaign was to drive consumers to store and increase offline sales. TikTok was already tested by ODStore as a branding investment (one Hashtag Challenge in 2021 and one Branded Mission in 2022), but there wasn’t any evidence of impact on brick-and-mortar stores sales. Therefore, the client wanted to understand if TikTok could drive incremental offline sales.

The Solution 

The client adopted a Brandformance strategy and leveraged a combination of upper and lower funnel solutions (In-Feed Spark Ads + Interactive Add-on - Display Card, SuperLike | Auction + R&F TopFeed).

ODStore scouted creators via TTCX by partner agency Mambo to produce native creatives.

A Geolift test was implemented as an incremental methodology to quantify and prove a cause-effect relationship between TikTok campaign and store sales. The ads were delivered only in the area of Rome (test group), while the area of Turin was taken as a control group. To ensure the quality of the test, TikTok was the sole medium on air, and the brand also used ad-hoc couponing and a strong CTA to increase the overall effectiveness of the campaign.

The Results 

The geolift test proved that TikTok was able to generate incremental brick-and-mortar sales in the test area compared to the control group. Overall, the brand was able to achieve a 2.3X return on investment by increasing the sales in the targeted area by +8.1% (vs the control group). Moreover, by analyzing the ad coupon redemption, the brand also noticed an increase in the average ticket of +7.8%.