“Don’t get stuck with what used to work”

By Jalaja Ramanunni

In today’s fast-paced world, brands must remain agile and adaptable in their marketing strategies. Brands need to stay flexible and keep evolving.

As Nawal Rustom, Agency Partner at TikTok MENA, highlighted at a recent event organised by UM, “Don’t get stuck with what used to work. Let measurement be your guide”.

Brands should instead focus on measuring the effectiveness of their marketing campaigns and using data-driven insights to guide their future strategies. By doing so, they can ensure they are making informed decisions and allocating their resources in the most efficient and effective way possible.

UM launched a brand lift playbook for TikTok campaigns, titled ‘The brand lift principles.’ Brand lift refers to measuring how ad campaigns shift and shape consumer behaviour and perception.

The research explores how brands can maximise campaign efficiency across media and creativity on TikTok. The agency showcased its latest research for brands in partnership with TikTok. Over 60 clients from over ten brands gathered at the TikTok Lounge to learn about the brand principles for the best performance in media and creativity on the platform.

James Dutton, Regional Director, Digital & Head of Product at UM MENAT, said at the event, “The advanced modeling used to aggregate many data points into a single study is remarkable. This has created a playbook for media and creative best practices to predict the highest brand impact of future campaigns. Leveraging the scale of our partnership not only improves our client investments, but also enhances the global measurement agenda.”

Maria Poulton, MD, UM UAE, added, “You can’t assume to know everything. We are in a world that is constantly evolving at speed, and so we need to shift and be agile to trial and test to get a true understanding of the performance of campaigns on TikTok, and that’s only possible by doing research studies like The Brand Lift study. We look forward to deep diving into the results and building more impact for our clients.”
Dewan Afzal, Digital and Media Manager of L’Oréal, added that insights like this and playbooks get everybody to speak the same language.

By embracing new approaches, measuring their results, and using data-driven insights to guide their strategies, brands can stay ahead of the curve and create impactful campaigns that resonate with their target audience.