Intarget for Diesel
Denim Campaign on TikTok: Data, Premium Formats, and Performance
- PERFORMANCE ADVERTISING
- TIKTOK FULL FUNNEL STRATEGY
- CONVERSION LIFT STUDY
Diesel, one of the leading pioneers in denim and casual fashion, is present in over 80 countries with 5,000 points of sale. The brand stands out for its innovative, provocative, and trend-setting approach. Founded by Renzo Rosso in 1978, Diesel has always celebrated passion, individuality, and self-expression—evolving into a premium alternative within the contemporary luxury landscape.
For the launch of its new Denim Campaign, Diesel selected TikTok as a strategic channel to connect with new generations, relying on Intarget to design a full-funnel strategy based on data-driven insights and the use of high-impact formats.
Objective
The campaign had a dual objective:
On one hand, to increase brand visibility, enhancing the creative strength of the denim campaign in a highly visual social environment.
On the other, to drive sales directly, through a performance-oriented approach capable of measuring tangible increases in conversions.
Strategy
The campaign was structured as a two-week A/B test in France:
Week 1 focused on lower-funnel formats, with the activation of Smart+ Catalog Ads aimed at conversions.
Week 2 introduced the TopView format to boost reach and capture audience attention more effectively.
To assess the effectiveness of combining awareness and performance, a Conversion Lift Study (CLS) was conducted, with the goal of measuring the direct impact on purchase behavior.
Results
The integration of formats led to clear and measurable performance improvements:
+35% ROAS
–43% CPA
+98.5% incremental purchases compared to performance-only campaigns
The CLS results confirmed a positive impact across all conversion events, demonstrating the incremental value of TikTok’s premium formats—even when evaluated through a performance lens.
Diesel thus proved that a full-funnel strategy on TikTok, supported by data and premium formats, can deliver concrete results even at the bottom of the funnel.
This collaboration with Intarget strengthened the bridge between creativity and performance, visibility and conversion.
👉 [Visit TikTok’s official page]
