Interview with Cinzia Calabrese, Media Manager at Intarget<\/span><\/i><\/em><\/p>\n \u00a0<\/p>\n For its recent Denim Campaign, Diesel turned to TikTok not just for visibility, but to achieve real, measurable performance outcomes. Leading the project was <\/span>Cinzia Calabrese<\/b>, Media Manager at <\/span>Intarget<\/b>, who shares what truly made this full-funnel strategy successful.<\/span><\/p>\n What were the main goals of the project?<\/b><\/p>\n The goal was to test the potential of the <\/span>TopView format<\/b> not only as an awareness driver but also as a <\/span>performance accelerator<\/b>. Diesel aimed to validate an integrated approach, combining bold creativity with conversion optimization\u2014especially focusing on <\/span>mid- and lower-funnel products<\/b>.<\/span><\/p>\n What strategy did you implement?<\/b><\/p>\n We designed a two-week A\/B test in France. In the first week, only <\/span>Smart+ Catalog Ads<\/b> were activated. In the second week, we added <\/span>TopView<\/b> to the mix. This allowed us to isolate the impact of the premium format and measure its effect through a <\/span>Conversion Lift Study<\/b>. Creatives were developed in line with Diesel\u2019s ongoing Smart+ campaigns across Europe to ensure consistency in tone and messaging.<\/span><\/p>\n What were the results?<\/b><\/p>\n The results were striking:<\/span><\/p>\n <\/p><\/li>\n <\/p><\/li>\n <\/p><\/li>\n<\/ul>\n This significant boost confirmed the effectiveness of combining <\/span>high-impact visual formats<\/b> with <\/span>conversion-oriented placements<\/b>. TopView captured attention and sparked interest, strengthening the performance of even the more tactical activations.<\/span><\/p>\n \u00a0<\/span><\/p>\n What challenges did you face?<\/b><\/p>\n 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 <\/span>agility and synergy between teams<\/b> were critical to meeting deadlines and ensuring executional excellence.<\/span><\/p>\n \u00a0<\/span><\/p>\n What really made the difference?<\/b><\/p>\n Undoubtedly, the <\/span>tight collaboration<\/b> between Diesel, TikTok, and Intarget. From the outset, there was full alignment on strategy, KPIs, and timing. The decision to adopt a <\/span>rigorous test-and-learn approach<\/b>, with validated metrics directly from the platform, gave robustness to the entire initiative. <\/span>Timing<\/b> was also key\u2014the activation was planned to maximize the TopView\u2019s impact at the most strategic moment.<\/span><\/p>\n \u00a0<\/span><\/p>\n Is there one key takeaway from this experience?<\/b><\/p>\n Yes: even in <\/span>performance-driven campaigns<\/b>, upper-funnel formats shouldn\u2019t be underestimated. If integrated strategically, they can unlock <\/span>measurable growth<\/b> at the conversion level. The key is not focusing on a single touchpoint but <\/span>orchestrating formats across the entire funnel<\/b>.<\/span><\/p>\n A case that proves how <\/span>visibility and performance can coexist\u2014and amplify one another<\/b>. The Diesel + TikTok project has become a <\/span>benchmark for fashion brands<\/b> eager to accelerate digitally with both ambition and strategic clarity.<\/span><\/p>\n
\n\n