- UEFA's campaign saw a 93% increase in conversions and a 94% rise in sales while preserving user privacy.
- UEFA effectively used TikTok's engaged, younger audience to boost sales and brand visibility.
- By using Anonym’s privacy tools, UEFA achieved meaningful insights without compromising user data.
- UEFA’s campaign shows that privacy-preserving marketing can still drive performance, setting a precedent for future digital campaigns.
In a world where data privacy concerns are at an all-time high, UEFA’s TikTok campaign for its Men’s Club Competitions Online Store (operated by Event Merchandising Ltd) stands as a prime example of how to achieve strong marketing results while safeguarding user privacy.
n the lead-up to the 2024 UEFA Champions League and Europa League finals, UEFA partnered with Anonym—a privacy-first data analytics platform—to launch a TikTok campaign that safeguarded user data while delivering impressive sales results.
@championsleague 🇧🇷 Receba is ready for the #UCLfinal 🔥 #UCLfestival ♬ original sound - Champions League
The objective of the campaign was simple: engage passionate club fans across Europe and drive sales of official UEFA gear, all while ensuring that the data privacy of fans was not compromised.
UEFA had always been cautious about how it measured its digital marketing efforts, and with the rise of TikTok’s younger, highly engaged audience, it needed a solution that allowed it to track campaign performance without directly sending user data to the platform.
The Solution: Privacy-First Measurement
To meet these goals, UEFA turned to Anonym’s privacy-preserving tools. Anonym’s platform uses advanced techniques such as differential privacy, which makes individual data points indistinguishable while still enabling meaningful analysis. The solution allowed UEFA to track the effectiveness of its campaign, specifically, how its ads on TikTok influenced conversions, without accessing or sharing any personally identifiable information.
UEFA and Event Merchandising Ltd implemented Anonym’s Private Lift feature to measure incrementality during the three-week campaign. The results were processed within a secure, confidential computing environment in Europe, ensuring that all data was encrypted and private.
The Results: Big Impact with a Privacy-First Approach
Once the campaign concluded, Anonym matched encrypted sales data with impression data from TikTok, revealing significant performance boosts:
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93% increase in conversions during the campaign and the subsequent week
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94% higher sales from users who saw the TikTok ads compared to those who didn’t
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Strong overall engagement, proving the campaign’s effectiveness in driving both awareness and purchases
These results highlight how TikTok’s viral, short-form video format can be leveraged to boost e-commerce sales, especially when targeting a younger audience that regularly interacts with brands on the platform.
UEFA was able to tap into this highly engaged audience while still upholding its commitment to protecting user privacy—a rare feat in the world of digital marketing.
Setting a New Standard in Privacy and Performance
What makes this campaign truly stand out is how UEFA and Event Merchandising Ltd were able to achieve high-impact results while maintaining a strong focus on privacy. The success of the campaign, made possible by Anonym’s privacy-first approach, is a game-changer for how brands can use data analytics and social media marketing without compromising consumer trust.
By combining the engaging power of TikTok with the sophisticated data privacy practices from Anonym, UEFA has set a new standard for privacy-preserving marketing in the sports and e-commerce industries.
Privacy Doesn’t Have to Mean Compromised Results
UEFA’s TikTok campaign is proof that privacy and performance can go hand in hand. By choosing a privacy-first measurement solution, UEFA not only achieved a measurable increase in conversions and sales, but it also set an example for other brands looking to balance performance marketing with the growing need for consumer data protection.
As privacy concerns continue to be at the forefront of digital advertising, UEFA's approach shows that safeguarding user data doesn't have to hinder impactful campaigns— it can actually enhance them.
