Dolls Kill
Proving the value of a full-funnel strategy with post-purchase survey attribution by TikTok Measurement Partner Fairing
The objective
Increasing TikTok attribution during the spooky season
Dolls Kill is an online fashion brand known for their rebellious spirit and one-of-a-kind styles. Halloween is one of their biggest moments across all socials, and with over 1.8 million followers on TikTok, they knew that leveraging TikTok ads would be a key strategy for generating sales during this time.
With the goal of growing revenue on TikTok during the Halloween season, a prime sale time for the brand, Dolls Kill wanted to test a full-funnel media strategy approach ahead of the holiday to measure an increase in revenue and responses within their post-purchase survey (PPS) attribution tool. To help understand their media strategy outside of last-click attribution, Dolls Kill uses post purchase surveys from TikTok Measurement Partner Fairing to gain additional insights around what media channels and objectives are driving sales.
The solution
Measuring post-purchase survey attribution with a full-funnel strategy
Dolls Kill allocated 35% of their daily spend to support a reach campaign for a two-week test alongside their evergreen conversion campaigns to get a true understanding of how branding can fuel performance on TikTok. In addition to launching the reach campaign, they also used Spark Ads across both campaigns to ensure audiences were engaged through impactful messaging. The full-funnel strategy helped capitalize on heightened interest and excitement surrounding the season, increasing brand visibility and driving conversions.
The results
Spooktacular revenue success
Through their strategic approach, Dolls Kill observed that branding initiatives positively impacted performance metrics on TikTok. After ramping up their spending by 150% and utilizing evergreen reach campaigns, they noted a significant improvement in post-purchase survey results.
Cost per PPS conversion decreased by 24%, and PPS revenue increased by 62%. The PPS data also revealed a 186% variance in CPA compared to last-click attribution. This showcased the importance of incorporating additional attribution models into Dolls Kill's overarching media strategy. In TikTok Ads Manager, the account saw CPM decrease by 14%, and a 168% increase in impressions, which contributed to growing brand awareness and building new audiences. This evidence illustrates how investing in brand-building initiatives not only enhanced TikTok's immediate performance but also steered Dolls Kill toward enduring, long-term growth.
Running this test gave us confidence that full-funnel media will outperform low-funnel in isolation. While it may not impact our last-click reporting, the impact is made clear in holdout / post-purchase-survey data.