Comfrt, a fast-growing lifestyle brand, turned to WorkMagic to measure TikTok Shop Ads' true impact. Beyond TikTok Shop, the team had a hunch that TikTok Ads were also driving incremental purchases on their Shopify store — an effect known as the halo effect.
Comfrt used WorkMagic’s incrementality testing solution to measure the magnitude of that effect, and guide future investment decisions.
Key Takeaways
With WorkMagic, Comfrt gained the following insights about their investment in TikTok Shop Ads:
14.7% incremental lift in total orders driven by TikTok Shop Ads.
68% of incremental orders came from Shopify, showing a strong halo effect.
5.01x higher iROAS with halo effect included.
TikTok's strong performance led Comfrt to increase TikTok investment and double their revenue from TikTok.
“WorkMagic helped us see the full picture of TikTok Shop Ads, not just its impact on TikTok Shop, but across our entire funnel. The halo effect on Shopify was really impressive and gave us the insights we needed to scale with confidence.”
Gillian Bell, Chief Revenue & Growth Officer
About Comfrt
Comfrt is a direct-to-consumer lifestyle and apparel brand redefining what it means to wear comfort. From slightly weighted hoodies to cozy loungewear, kids and pet collections, and home accessories, each design is made to support your well-being — inside and out.
With a mission to provide a safe space for its community and support mental health organizations, Comfrt blends clothing with purpose. Rooted in connection and wellness, the brand has built a loyal following online and recently expanded to TikTok Shop to share its message with even more people through short-form commerce.
Comfrt needed to quantify the full impact of TikTok Shop Ads' ability to drive incremental growth
TikTok Shop Ads had already become a powerful growth engine for Comfrt. Their content was resonating, TikTok Shop was climbing fast as one of their top sales channels, and momentum was strong.
But before scaling their spend further, Comfrt needed to validate whether TikTok Shop Ads were truly incremental, and whether it could create a meaningful halo effect outside of TikTok Shop.
WorkMagic's incrementality testing allowed Comfrt to validate TikTok Shop Ads' performance as part of its marketing mix
TikTok’s diverse creative formats and rapid rise have made it a core part of many eCommerce marketing mixes. Their TikTok Shop Ads offering allowed brands to direct awareness and traffic towards their TikTok Shop, offering a quicker path to conversion.
Comfrt turned to WorkMagic to validate TikTok’s true impact through geo-based incrementality tests, having been impressed by their ability to run granular, tactic-level tests such as comparing TikTok Shop Ads performance against other tactics.
Comfrt gained the confidence to scale TikTok spend by 150% while maintaining spend efficiency
During the test period, Comfrt's geo-based incrementality test revealed that TikTok Shop Ads drove a 14.7% lift in total orders, with 68% of incremental conversions coming from Shopify and 32% from TikTok Shop.
Shopify was the major beneficiary of TikTok Shop Ads' halo effect, with 68% of TikTok-driven orders happening on the platform
This strong halo effect on Shopify, where AOV was 2x higher, highlights TikTok's ability to drive value beyond the ad platform. It also underscored the need for full-funnel measurement — the combined iROAS with the halo effect measured was 5.01x higher than when only in-platform sales were considered.
These results positioned TikTok Shop Ads as a highly efficient and scalable channel for Comfrt, one that could drive meaningful full-funnel impact.
Comfrt scaled TikTok spend while maintaining spend efficiency and improving iROAS by 223%
The impact of incrementality testing did not stop at better measurement. With increased confidence in TikTok and its ability to deliver incremental growth, the team increased their spend by 150%, and saw an outsized improvement in sales and the efficiency of their spend.
In fact, TikTok iROAS improved by 233% in the month after the lift test.
"TikTok is such a powerful tool — even more so when paired with the right measurement. With WorkMagic, we ran incrementality tests to validate our hypothesis that TikTok Shop has a significant halo on Shopify. This gave us the confidence to keep scaling. The results in the following months proved that decision was right."
— Gillian Bell, Chief Revenue & Growth Officer
By validating TikTok Shop Ads' true incremental impact, Comfrt gained the confidence to scale it into a core growth channel. The test not only revealed TikTok's ability to drive high-value orders across platforms, but also reinforced how incrementality-based measurement can turn uncertainty into conviction, enabling brands to invest smarter and grow faster.
Ready to see the impact that incrementality testing can have on your marketing mix? Book a demo here.