Case Study: SKIMS achieves validated TikTok ROI and a 3.4× spend opportunity with LiftLab

SKIMS Experiments with TikTok Ads using LiftLab

SKIMS, the direct-to-consumer underwear, loungewear and shapewear brand, believed TikTok could reach and convert its target audience but needed an independent, credible test of that hypothesis. SKIMS engaged LiftLab and used the LiftLab platform to run a geo-based experiment that exposed treated regions to TikTok ads while withholding ads in control regions to measure true incremental impact.

Using LiftLab’s experiment and modeling, SKIMS ran a six-week test and LiftLab calculated incremental revenue and iROAS with 95% confidence. LiftLab found a 2.9% daily lift in revenue/orders and a 1.7% daily increase in contributing profit, identified room to increase spend (recommended ~3.4x / at least threefold), and fed the results into its Agile Marketing Mix model for ongoing weekly optimization.

SKIMS