Lens That x Żabka: Engaging Younger Audiences on TikTok
Discover how Lens That and Żabka used an interactive TikTok AR Effect to extend a loyalty campaign, engage younger audiences, and connect in-store experiences with social media.
Here’s the result of our latest collaboration with Żabka 🐸, one of Poland’s most popular convenience store chains.
While Żabka has always been known for providing fast, everyday essentials available at every corner, it has grown into much more than a convenience store. Its popularity comes from understanding its audience, especially younger customers, and creating experiences that fit naturally into their everyday lives.
With this campaign, we wanted to take that approach one step further — and bring Żabka’s customer engagement strategy directly to TikTok.
How Żabka Uses Digital Marketing to Engage Younger Customers
The brand has built a strong connection with younger consumers through loyalty programs, limited-edition products, fast delivery, and its mobile app. These initiatives turn everyday shopping into something more engaging, giving customers additional reasons to interact with the brand.
Why TikTok Is an Effective Channel for Customer Engagement
This campaign builds on that strategy by extending the experience into social media.
Rather than keeping the campaign limited to the physical store or Żabka’s existing digital channels, the goal was to create an experience that could reach users in a space they already spend time in: TikTok.
And AR was a natural fit.
How AR Can Extend a Loyalty Campaign on TikTok
Not every successful TikTok Effect needs to be technically complex. Often, the most effective experiences are simple, entertaining, and easy to understand within seconds.
Randomizer Effects are a great example. They give users an immediate reason to interact, while personalization makes the result feel unique to each person.
Using AR to Turn a Loyalty Campaign Into an Interactive Experience
Our Effect takes the collectible Foodziki characters from Żabka’s lottery campaign and turns them into an interactive experience.
Instead of simply collecting the characters, users get to become one of them.
Using face tracking, the Effect transforms each person into one of the quirky mascots, adapting their facial features to create funny and exaggerated versions of the characters.
The result is intentionally playful and silly — exactly the kind of lightweight entertainment that fits naturally into TikTok.
How TikTok AR Effects Drive Brand Engagement
The Effect is designed to remove as much friction as possible. Users can try it quickly, see an immediate result, and share it with friends.
This creates several natural opportunities for engagement:
➡️ Personalization: Each user gets their own character transformation.
➡️ Entertainment: The exaggerated face effects make the experience fun to try.
➡️ Social interaction: Users can compare their results and see which character their friends get.
➡️ Campaign extension: The physical collectibles gain an additional digital life on social media.
Connecting In-Store Campaigns With Social Media
This is where AR can add another layer to loyalty and promotional campaigns.
The original campaign encourages customers to collect physical characters. The TikTok Effect gives those same characters a new role — as something users can actively play with, share, and experience online, something to interact with.
Why Brands Should Bring Loyalty Campaigns to Social Media
For brands like Żabka, customer engagement doesn’t have to stop when someone leaves the store.
By bringing campaign mechanics into platforms like TikTok, brands can connect existing loyalty initiatives with the everyday digital habits of younger audiences.
In this case, a simple AR Effect turns a collectible campaign into something users can experience themselves — helping Żabka stay in customers everyday lives beyond the checkout.
