BLIK

The Objective

Building Gen Z awareness through episodic TikTok storytelling

BLIK is one of the leading mobile payment services in Poland. To strengthen brand awareness among younger audiences, the brand decided to move beyond classic ad formats and experiment with long-form storytelling on TikTok.

The goal was to engage Gen Z through entertainment first, while naturally showcasing BLIK’s mobile and contactless payment features. To do this, BLIK launched a 9-episode TikTok mini-series titled “BLIKNIJ dwa razy, jeśli…”. The story follows a group of friends on a school trip who discover a mysterious cabin in the woods, leading to humorous and suspense-driven situations.

By weaving BLIK into everyday moments within the storyline, the campaign aimed to keep viewers watching episode by episode, build emotional connection, and encourage interaction. Popular influencers starred in the series to ensure authenticity, while a dedicated contest with prizes motivated viewers to stay engaged and participate.

The Solution

Using Spark Ads and sequential viewing to keep viewers hooked

To reach younger TikTok users with long-form content and grow BLIK’s profile followers, the campaign was built primarily around Spark Ads, amplifying organic episodes published on BLIK’s profile.The media strategy combined both auction and reservation buying models:

• Top Feed and Standard Feed placements were used in reservation campaigns, also with sequential viewing enabled to guide users through consecutive episodes released twice a week.

• Auction-based campaigns were optimized for 15-second video views, helping maintain attention on longer episodes.

• Spark Ads allowed the content to feel native and social-first, while boosting reach and engagement.

• Toward the end of the campaign, traffic objectives were added to drive engaged viewers to a contest landing page with attractive rewards.

This setup ensured sustained attention across episodes while gradually moving users from viewing to interaction and participation.

The Results

High engagement, strong recall, and growing familiarity

The TikTok mini-series delivered strong results across engagement and brand lift metrics.

• 181K profile visits, showing growing interest in BLIK’s content

• +22.6 p.p. Ad Recall Lift, proving high memorability of the episodic format

• +5.5 p.p. Familiarity Lift, confirming improved brand perception among younger audiences

• 86 million video views, highlighting TikTok’s scale and suitability for serialized content

• +34% higher 6-second VTR compared to the brand’s previous Reach campaign

The campaign showed that long-form, episodic storytelling can work effectively on TikTok when paired with Spark Ads and sequential delivery. By combining entertainment, influencers, and interactive mechanics, BLIK successfully increased awareness and engagement among Gen Z, setting a strong benchmark for future brand-building campaigns on the platform.