Whirlpool, together with Bunker DB and TikTok, measures the impact of its campaigns with Marketing Mix Modeling

In a context where every advertising investment must demonstrate its real impact on the business, Whirlpool launched the fifth edition of its “Misión Agua – H2OY” campaign with an ambitious goal: to inspire thousands of people to conserve water while strengthening its positioning in key categories such as washing machines and dishwashers.

To maximize the campaign’s performance and fully understand which channels truly contributed to sales, Whirlpool relied on Bunker DB and TikTok to develop a Marketing Mix Modeling (MMM) study that transformed over two years of data into high-value strategic insights.

TikTok + Bunker DB: science applied to marketing

In collaboration with TikTok and using our Marketing Mix Modeling solution, Bunker DB’s Data Science team led a high-value study, processing historical media investment and sales data to re-evaluate the impact of upper-funnel investment by quantifying the medium-term sales impact at partner retailers.

The objective: to quantify the actual contribution of each channel to Whirlpool’s revenue.

The result was overwhelming:

• TikTok generated an average ROI of 8x, positioning itself among the most effective media in the mix.
• A prolonged effect of the investment was observed, with a sustained impact for up to six weeks after the campaign, reflecting a long-term halo.
• 535+ UGC videos created under the #MisiónAgua challenge.
• 13.2% engagement rate on the Branded Mission.
• +3.6% lift in ad recall (Brand Lift Study).
  
  👉 Read the full case published by TikTok on its official website.

The strategic contribution of Bunker DB

Beyond the technology, the differentiator lies in the methodological approach and the experience of Bunker DB’s Marketing Science team. We were the key partner in structuring the model, validating business hypotheses, and translating the results into actionable recommendations for the Whirlpool team.

Our value proposition is based on:

• Models adapted to the business reality of each brand
• Technical rigor in data processing (cleaning, normalization, clustering)
• Evaluation of the current investment considering its impact on actual sales.
• Clear and actionable visualizations that connect marketing with financial results.
  

Why is it relevant to other brands?

Marketing Mix Modeling allows brands to:

• Measure the impact of upper-funnel channels, such as TikTok, on concrete business outcomes.
• Evaluate the comparative efficiency of offline and digital media.
• Optimize your media mix using a scientific approach, not just intuition or benchmarks.

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Marketing Mix Modeling - Bunker DB

In summary: Marketing Science as a Competitive Advantage

This case demonstrates how the strategic use of Marketing Science, in partnership with platforms like TikTok and with the expert support of Bunker DB, can take marketing campaigns to a new level of effectiveness and accountability.