Case Study: Up achieves 29% lift in brand preference with TikTok for Business Gamified Branded Effect

Launching Australia's first ever Gamified Branded Effect to drive brand love

Up, a digital banking app targeting Gen Z and Millennials in Australia, worked with TikTok for Business to support the launch of its new brand platform "Easy Money." Having already used TikTok to drive downloads, Up’s challenge was to broaden brand love and clearly communicate that the app keeps finances fun and easy to a wider audience.

TikTok for Business implemented Australia’s first Gamified Branded Effect — a coin-catch game with a $1,000 prize — alongside a TopView ad and creator partnerships to drive engagement. The campaign generated the #UpEasyMoney hashtag with over 25 million views and 250+ user-generated videos, and delivered measurable lifts including a 7.6% increase in ad recall and a 29% rise in brand preference.

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