Brand building on TikTok that delivered 8.6M views and over 4k followers in a year
A year of TikTok communication for the Ariadna Research Panel — from 2 to 4,332 followers, 8.6M+ video views, and an average cost per follower of PLN 1.15.
Our client
Ariadna is a nationwide research panel open to anyone aged 15 and over. Respondents weigh in on major social and consumer questions as well as on individual products and services, and the answers collected go through statistical analysis. For every survey completed, participants earn points they can exchange for rewards of varying value.
The brand has been on the market for over 10 years and enjoys favorable reviews online, yet among young TikTok users it remained unknown. When our work began, the Panel's profile had just 2 followers — which only deepened the lack of trust in the brand and its communication.
The challenge
The Ariadna Research Panel was entering TikTok almost from scratch — the profile had only 2 followers, and the platform's young users treated a brand they didn't know with a heavy dose of suspicion. Social Lama's brief was to build a credible, recognizable profile from the ground up and translate "boring" research content into the language of TikTok.
- Growing brand awareness among young audiences, with particular focus on the 18–25 group.
- Increasing the number of registered Panel respondents.
- Building the profile's credibility and a follower base practically from scratch.
- Adapting how research information is presented so it fits the platform and the people on it.
Results
TikTok
Our approach
Ad video tuned to TikTok's rhythm
We create TikTok-native videos for Ariadna in two modes: humorous — built on current trends, popular filters, and templates — and educational, where we present the Panel's research findings.
Our goal is to spread brand awareness among young users and get them to register with the Panel. We translated "boring" research information into the language of the platform so it could hold its own in the feed next to entertainment content.
An ad campaign built on a trend
By riding a popular TikTok trend, tailoring the creative to the platform, and targeting it properly, we brought in 564 newly registered users and 4,896 website visits in just 14 days.
It was a more effective promotion than anything the brand had run on social media before.
Working with an influencer
The client was looking for new channels to reach people, so we recommended working with an influencer. We handled the research, the outreach, and the end-to-end coordination.
Within 24 hours of the material going live on the influencer's profile, the organic results came in at 988 newly registered users and 4,415 website visits. The client was thrilled — and we're still working together today.
Building a following from zero
The profile started with 2 followers. To build its credibility we ran follower acquisition campaigns — and thanks to constant optimization and monitoring, the average cost per follower came to PLN 1.15.
Our target was 3,000 followers; once we hit it we wound the campaign down, and the base keeps growing organically — the profile is now followed by 4,332 people. In the first 30 days of working together alone, the profile gained +1,175 followers, +341k video views, and +4.3k likes.
A strong profile after a year of work
After a year of work (September 2023 – September 2024) we built a strong TikTok profile: 8.6M+ video views, 24.2k+ likes, and 1k clicks through to the site from the bio.
Awareness of the Ariadna Research Panel rose clearly, especially in the 18–25 audience the client cared about most. Preparing the ad strategy, rolling it out, and monitoring it as we went let us run effective campaigns on the platform.
