TIKTOK & DIESEL: WHEN THE RIGHT FORMAT MAKES ALL THE DIFFERENCE
Interview with Cinzia Calabrese, Media Manager at Intarget
For its recent Denim Campaign, Diesel turned to TikTok not just for visibility, but to achieve real, measurable performance outcomes. Leading the project was Cinzia Calabrese, Media Manager at Intarget, who shares what truly made this full-funnel strategy successful.
What were the main goals of the project?
The goal was to test the potential of the TopView format not only as an awareness driver but also as a performance accelerator. Diesel aimed to validate an integrated approach, combining bold creativity with conversion optimization—especially focusing on mid- and lower-funnel products.
What strategy did you implement?
We designed a two-week A/B test in France. In the first week, only Smart+ Catalog Ads were activated. In the second week, we added TopView to the mix. This allowed us to isolate the impact of the premium format and measure its effect through a Conversion Lift Study. Creatives were developed in line with Diesel’s ongoing Smart+ campaigns across Europe to ensure consistency in tone and messaging.
What were the results?
The results were striking:
- +35% ROAS
- –43% CPA
- +98.5% increase in orders
This significant boost confirmed the effectiveness of combining high-impact visual formats with conversion-oriented placements. TopView captured attention and sparked interest, strengthening the performance of even the more tactical activations.
What challenges did you face?
The main challenge was executing the campaign under very tight timelines while maintaining alignment across all assets and partners. We worked across multiple formats and objectives, with a highly structured test that allowed for no margin of error. The agility and synergy between teams were critical to meeting deadlines and ensuring executional excellence.
What really made the difference?
Undoubtedly, the tight collaboration between Diesel, TikTok, and Intarget. From the outset, there was full alignment on strategy, KPIs, and timing. The decision to adopt a rigorous test-and-learn approach, with validated metrics directly from the platform, gave robustness to the entire initiative. Timing was also key—the activation was planned to maximize the TopView’s impact at the most strategic moment.
Is there one key takeaway from this experience?
Yes: even in performance-driven campaigns, upper-funnel formats shouldn’t be underestimated. If integrated strategically, they can unlock measurable growth at the conversion level. The key is not focusing on a single touchpoint but orchestrating formats across the entire funnel.
A case that proves how visibility and performance can coexist—and amplify one another. The Diesel + TikTok project has become a benchmark for fashion brands eager to accelerate digitally with both ambition and strategic clarity.
👉 [READ THE FULL CASE STUDY]
