How Orbit turned TikTok engagement into proven in-store sales using closed-loop measurement

The Challenge

Aiming to prove that digital content can drive in-store action, Mars set out to re-energise the Orbit brand among young, digital-native shoppers through video-led TikTok creative. But the team needed more than strong engagement. They needed quantifiable proof that TikTok could convert that attention into offline sales.

To validate true business impact, Mars required:

• A secure way to link TikTok exposure to Carrefour shopper behaviour
• Closed-loop measurement grounded in real transaction data
• Scalable insights that could be projected to the wider Polish market

The Solution

Leveraging LiveRamp’s identity and measurement capabilities, TikTok and Unlimitail (operator of Carrefour’s shopper data) partnered to run a robust TikTok Sales Lift Study.

Here’s how it came together:

• High-impact, POV-driven TikTok creatives reached adult audiences via Brand Auction, optimised for maximum scale and relevance.
• Carrefour shopper data, operated by Unlimitail, was matched via LiveRamp to measure real in-store transactions among loyalty cardholders.
• LiveRamp’s Sales Lift methodology linked exposure to verified purchases, delivering granular insights into frequency, basket behaviour, and incremental ROAS.
• Extrapolating beyond Carrefour enabled the insights to span the entire Polish market, providing Mars with a comprehensive view of Orbit’s nationwide impact.

This closed-loop approach allowed Mars to clearly understand not just whether Orbit’s TikTok campaign drove sales, but how, where, and among whom.

The Results

Carrefour shopper data revealed powerful, measurable performance:

46% of total sales lift: Owing to users exposed 1-3 times per week, highlighting the efficiency of moderate frequency.

Within Carrefour stores:

• +9.31% sales lift: Among TikTok users
• +5.82% sales per customer: Driven by larger basket sizes and more transactions
• €0.94 iROAS

When scaled to the Polish market, Orbit delivered standout results:

• +10.95% total sales lift: Among TikTok users
• +6.73% lift in sales: Per customer
• €1.17 iROAS: Surpassing the €0.80 EU benchmark for LiveRamp x TikTok campaigns

These metrics provided Mars with a transparent, data-driven understanding of how TikTok content influenced real-world purchasing behaviour.

For more information about Orbit’s success story, learn more from TikTok here.