Sears Mexico

The Objective

Increasing app downloads

TikTok is the entertainment platform that allows brands to connect meaningfully with users at scale, and it works because it's an efficient platform for achieving conversions. In an effort to promote their new app, Sears found TikTok the perfect strategic ally because, beyond just being a global entertainment platform, TikTok has proven to be an effective guide that leads users from discovery to action.

The objective for Sears was to explore new TikTok formats that could help generate measurable results at the bottom of the sales funnel, thereby assessing the impact of TikTok on their marketing strategies. This initiative aimed to not only enhance brand visibility but also to quantify the tangible influence of TikTok in driving user engagement and conversions for Sears Mexico's new app.

The Solution

Conversion Lift Study under a Strategy of Key Messages

They carried out a campaign focused on app downloads, which was designed as a Conversion Lift Study on TikTok. Sears was one of the first brands to implement this study in the region. They demonstrated the importance of measuring with additional tools, such as CLS, instead of depending on traditional attribution models that do not always reflect participation in digital channels such as TikTok. Thanks to the Full Funnel solutions offered by TikTok, Sears effectively connected with its audience through all stages, from awareness to action. TikTok was the creative bridge towards the desired action.

The results highlighted the ability TikTok has to inspire tangible actions, which led Sears to realize TikTok has an important role in strategy, not only to increase app downloads, but to free the creative potential and transform the audience into engagement.

This is why TikTok is more than just a platform, it is a journey that goes from the exploration of entertaining content to the making of concrete decisions. Its Full Funnel approach boosts the daily discovery of new brands and products. This case shows how TikTok has become the strategic and creative entryway for Sears by being the catalyst of the desired action.

The results

Significant Increase and Replicable Strategy

• +25.7% Lift in App Installs: This study shows that campaigns on TikTok create a significant increase in app installs, which means they generate incremental conversions. This positioned TikTok as a highly effective channel when it comes to reaching the objectives of our customers.

• Scalability Potential: The results not only surpassed other success stories in Latin America, but they highlighted the ability TikTok has to transform discovery into action, and they positioned it as Sears' strategic ally by excellence.

Source: Conversion Lift carried out by TikTok, August 2023