Helio

The objective

Building on advertising success, Helio set out to evolve their brand presence across their organic profile

HELIO is a Polish company with nearly 35 years of experience in the food industry, specialising in the production and distribution of nuts, dried fruits and pastry fillings. By combining traditional expertise with modern manufacturing, the brand offers a wide range of high-quality products and is one of the leading providers of healthy snacks and pastry fillings in Poland.

On TikTok, @helio_bakalie is evolving its presence from a primarily ad-driven approach to building an active organic profile. The brand is now focused on growing its reach and creating a consistent presence on the platform through its own account. This was brand’s first time using their own official account on the platform.

Working with their agency, PromoTraffic, this campaign was launched with the primary objective of driving reach and awareness for the food production company.

The solution

Reaching a younger demographic with an authentic, TikTok-native approach

The campaign targeted users in Poland, with a particular focus on the 18–34 age group and ran for just under a month during summer 2025.

The campaign centred on TikTok Spark Ads, using a reach objective to maximise awareness on TikTok. Spark Ads enabled HELIO to amplify high-performing organic content from their own account, delivering ads seamlessly within the feed and helping the brand expand its audience.

This approach was designed to support the brand’s first campaign using its official TikTok account, building early scale and visibility on the platform.

In terms of content, the campaign focused on product-led videos presented in a fun and engaging way, often using simple concepts or slogans to make the products stand out. The creatives were designed to resonate with the target audience and support awareness while driving engagement.

The results

Successfully raising awareness whilst maintaining high cost-efficiency

The campaign delivered strong results, building strong reach and visibility for HELIO on TikTok.

The campaign generated 34.48 million impressions and reached 5.38 million users, successfully raising awareness and tapping into new audiences on TikTok. Additionally, the campaign's authentic content approach achieved 435,287 6-second video views, showing the high interest and engagement with the campaign.

Outside the key metrics, the campaign achieved strong cost efficiency, with CPM 10% lower compared to Meta. The content also drove high engagement, generating a significant volume of clicks, likes, comments and new followers, helping the brand establish a more active presence on the platform.

The results were driven by content tailored specifically for TikTok, using short, engaging videos with clear messaging and strong visual hooks. This approach enabled HELIO to connect effectively with younger audiences, increasing product interest while building awareness in a way that felt native to the platform.

The campaign also reinforced TikTok’s role as a key channel within HELIO’s wider marketing strategy, demonstrating its ability to deliver both brand visibility and engagement, and supporting the brand’s ongoing presence on the platform.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.