Case Study: Adidas achieves brand-safe, brand-suitable TikTok reach with Zefr

Adidas verifies TikTok brand safety at 99.9% with Zefr

Adidas, a global fashion retailer, needed to ensure its TikTok campaign featuring Candace Parker ran against content that was both brand safe and suitable for its audience. To achieve this, Adidas partnered with vendor Zefr to utilize its post-bid measurement tool for verifying content adjacencies on the platform.

By implementing Zefr's measurement solution alongside TikTok's own inventory filter, Adidas successfully delivered over 57 million impressions. Zefr verified the campaign achieved a 99.9% brand safety rate and a 99.9% brand suitability rate, allowing Adidas to drive widespread awareness in safe environments without sacrificing scale.

Adidas