Pracuj.pl
Refreshing brand perception with bold TikTok-first creativity
The Objective
Changing how young people see job searching
Pracuj.pl is one of Poland’s largest recruitment platforms, but among younger users it has long been perceived as distant and mainly relevant for experienced professionals. For Gen Z, job searching often feels stressful and unappealing, which makes the brand harder to connect with.
The challenge was not only to increase awareness, but to refresh the brand image and make Pracuj.pl feel closer, more relatable, and culturally relevant for young audiences. The goal was to turn a traditionally “boring job board” into something surprising, entertaining, and aligned with how young people communicate and consume content today.
The Solution
Turning an iconic brand character into a TikTok-native moment
The campaign was built fully around a TikTok-first approach, both in creative execution and media strategy.
Bartek the Beaver, the hero of previous Pracuj.pl campaigns and a popular meme character, was placed in an unexpected TikTok-style scenario. Dancing in his bathroom, just like TikTok users do at home, Bartek became part of the platform’s everyday culture. A rap track, a genre strongly associated with younger audiences, set the rhythm and carried product-focused lyrics showing how easy it is to apply for a job with Pracuj.pl, even from the bathtub.
The creative leaned into bold branding. Pracuj.pl’s name appeared from the very first second and was repeated multiple times through both visuals and audio, delivering strong memorability without breaking the TikTok-native feel.The media strategy focused on TikTok’s most impactful formats to maximize reach and engagement:
TopView (45 seconds) was used at launch to create immediate impact and scale, despite the dominance of short-form content.
TopFeed, Video Views and SuperLike supported sustained attention and message variation.
Spark Ads amplified influencer-led content, adding authenticity and a native platform feel.
The Results
High reach, strong engagement, and clear brand lift
The campaign delivered strong results across both awareness and quality engagement metrics.
Reach: 5.4 million users reached, generating 32 million views
Engagement: Over 75,000 interactions with the content
Brand lift: +19% Ad Recall, 3.2x above TikTok benchmarks
Quality metrics: View-Through Rate and average watch time were twice as high as in other campaigns, with viewers 60% more likely to watch the video to completion
The campaign proved that bold, TikTok-first creative combined with high-impact formats can deliver both scale and quality. Humour, trends, and strong branding resonated with younger audiences when executed natively and confidently.
This case won The Greatest Branding category at the TikTok Ad Awards CE 2025, recognizing its standout creative approach and cultural relevance.
Younger audiences skip content more often than older generations, so building brand engagement with Gen Z is always a challenge. Strong branding usually makes content less native and more skippable. We decided to take that risk and went bold with branding, but in a surprising, entertaining and TikTok-friendly way. We made our CGI creative fun and supported it with an effective media strategy, what delivered amazing results and earned us the TikTok Ad Award for Greatest Branding in the CE region.