Mastercard
Turning fandom into measurable lift with TikTok Smart+ and Engaged Sessions
The Objective
From Awareness to Action: Winning Poland’s Gen Z
Mastercard, a global payment solutions brand, set out to win the attention of Poland’s Gen Z and young millennials — a group increasingly drawn to music perks and digital-first alternatives at checkout.
The campaign had two core goals:
Awareness: Boost brand awareness among 18–34 and position Mastercard as the gateway to exclusive experiences for young users shopping online.
Performance: Drive high-quality traffic to the campaign site and maximize on-site engagement, measured by session depth, time spent, and repeat interactions.
The Solution
Turning passion into participation
Mastercard flipped the narrative by creating the first tool that turned music fandom into real access. Fans could register at MastercardMusic.pl, complete a fast-paced music quiz, and redeem 1 PLN tickets, available only when paying with Mastercard.This mechanic was amplified through a two-phase campaign:
Phase 1 – Awareness: Influencer bursts and TikTok-native brand assets boosted early reach and recognition.
Phase 2 – Usage: UGC creators drove participation using visual hooks, live-trend formats, and creative refresh cycles - all supported by TikTok Pulse (premium inventory) and Engaged Sessions (audience retargeting based on watch time).
The strategy and creative was crafted by McCANN Poland, activated end-to-end by Assembly, and led in media by Clickwise Digital.
The Results
From reach to real results
Mastercard’s campaign delivered strong awareness, which translated in lifts for all the questions:
+10.5pp ad recall lift among the target audience (18–34), post-campaign (BLS)
+12.9pp awareness lift among the target audience (18–34), post-campaign (BLS)
+4.6pp recommendation lift among the target audience (18–34), post-campaign (BLS)
TikTok-native creatives delivered exceptional view-through and interaction rates across 18–24 and 25–34, proving the platform’s strength in concentrating youth attention. TikTok Pulse and Engaged Sessions proved to be a premium awareness driver that also moved high-intent traffic among Polish Gen Z and young millennials.