Case Study: Liquid I.V. uncovers TikTok's true incremental impact with WorkMagic

Uncovering the Halo Effect of a Full-funnel TikTok Strategy through Geo Incrementality Testing

Liquid I.V., a leading hydration and wellness brand, faced the challenge of accurately measuring the true impact of its TikTok advertising. With sales occurring across multiple platforms, including its own Shopify store, Amazon, and TikTok Shop, the brand suspected a significant "halo effect" where ads were driving sales on channels not tracked by traditional metrics. They partnered with the vendor WorkMagic to implement a geo incrementality test and uncover this hidden value.

WorkMagic designed and executed a sophisticated 3-cell geo lift test to measure TikTok's incremental impact across all sales channels. The solution revealed that 62% of TikTok's true impact occurred on Amazon, proving the ads were 2.5x more effective than platform metrics showed. By adding TikTok Shop ads to their strategy, Liquid I.V. achieved a 71% higher incremental return on ad spend (iROAS) and found TikTok Ads to be 62% more cost-effective than previously believed. WorkMagic provided the clarity needed to justify continued investment and optimize their full-funnel TikTok strategy.

Liquid I.V.