Lidl Poland

The Objective

Staying top of mind

Lidl, one of Poland’s leading supermarket chains, faced a key challenge: staying top of mind for consumers while maintaining its position as a beloved, first-choice brand. Known for its bold and creative presence on TikTok, Lidl wanted a media environment that would match the high standard of their content.

They were also focused on boosting memorability and maximizing view-through rates to ensure their creative efforts made a lasting impact.

The Solution

A perfect match of relevance and premium placement

To achieve both strong visibility and brand suitability, Lidl partnered with SpaceCat agency to activate TikTok's Pulse Max and Pulse Lineups solutions. These premium placements ensured Lidl’s ads appeared alongside the top 4% of trending content on the platform, either overall or within a specific category, creating a more native and impactful experience.

To boost relevance even further, Lidl tailored separate creative strategies for Pulse Max and Pulse Lineups, making each ad feel more aligned with the content around it.

The campaign ran in two phases:

• March: Pulse Max + Pulse Lineups

• May: Pulse Max only

The Results

Proving the power of premium placement

Lidl’s two-phase activation delivered strong results:

Phase 1 (March)

• +8 p.p. Ad recall

• +4.8 p.p. Awareness, showing how Pulse can drive additional lift even for brands with high baseline awareness.

Phase 2 (May)

• +6.1 p.p. Ad recall

Pulse placements also drove stronger engagement, with a 146% higher 2s VTR and 143% higher 6s VTR compared to Lidl’s previous branding campaigns*.

*Branding objectives are defined as: Reach, Video Views, Community Interactions.