Intarget for Ferragamo
Omnichannel strategy on TikTok: media mix modeling, ROAS, and impact on sales
- OMNICHANNEL GROWTH STRATEGY
- FULL-FUNNEL ACTIVATION ON TIKTOK
- ADVANCED MEASUREMENT
Ferragamo, the historic Italian luxury maison founded in 1927, is globally recognized for its craftsmanship excellence, innovation, and distinctive design vision. With an international presence spanning directly operated boutiques, e-commerce, and an increasingly sophisticated omnichannel customer experience, the brand faces the challenge of strengthening relationships with key audiences while maintaining consistency across positioning, storytelling, and business performance.
In this context, Ferragamo selected TikTok as a strategic lever to enhance its brand identity among new audience segments and to concretely measure the platform’s contribution to overall performance. Alongside the brand, Intarget developed a full-funnel strategy aimed at both engagement and sales generation, supported by an advanced measurement framework.
Objective
For Ferragamo, the challenge was not only to establish a presence on a high-impact platform like TikTok, but to do so in a way that aligned with its premium positioning—enhancing brand uniqueness while contributing to both in-store and e-commerce sales.
This required building a strategy capable of integrating awareness, consideration, and conversion, supported by a robust measurement approach to assess the real impact of media activities.
Strategy
Intarget designed an Always-On Reach & Traffic strategy on TikTok for Ferragamo, aimed at capturing both user attention and intent through a full-funnel approach.
The campaign was structured to guide consumers through the decision-making journey—from initial exposure and brand discovery to deeper engagement and conversion moments. The objective was to maximize not only visibility but also the platform’s ability to drive tangible sales outcomes, both online and offline.
To measure the effectiveness of the media plan at an advanced level, Intarget complemented the campaign with a Media Mix Modeling (MMM) analysis, developed in collaboration with Core Analytics. This approach enabled the evaluation of TikTok’s contribution within the broader media investment ecosystem, integrating offline and online data, performance metrics, market variables, and other factors influencing business results.
The analysis was further refined by separating the impact on in-store sales from e-commerce performance, providing a clear view of TikTok’s incremental contribution across channels and supporting more informed future media decisions.
Results
The strategy developed by Intarget demonstrated how TikTok can concretely contribute to overall brand performance—not only in terms of awareness but also in driving sales.
Key results include:
- 1.2x ROAS of TikTok compared to total media
- 57% contribution to in-store sales
- 43% contribution to e-commerce sales
The analysis also highlighted improved campaign performance compared to other branding channels, confirming TikTok’s ability to combine creative impact with media efficiency:
- –3.4% CPVC in the upper funnel
- +31% CTR, indicating a higher level of engagement
Overall, the project showed how an omnichannel TikTok strategy, supported by an advanced measurement framework, can generate value both in communication and business performance. A collaboration that reinforces Intarget’s role in connecting creativity, media, and measurement to transform brand presence on platforms into tangible results.
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