The popularity of TikTok in Poland is constantly growing. Not surprisingly, the presence of brands and their marketing content on this platform is also becoming more common. GetHero’s 2021 report “Who are the Polish TikTok users” shows that already one in two users from Poland has positive feelings towards a brand after seeing sponsored material – whether in the form of a classic ad or an influencer collaboration. And how are brands in Poland coping with running company profiles on TikTok? Here are 10 of what we think are the most interesting examples of marketing on Polish TikTok!
Table of contents:
- x-kom
- Laurella
- Stars from the Stars
- Only Bio
- Tymbark
- Redbull
- Pasibus
- e-obuwie
- Warner Music Poland
- Multikino
1. x-kom
X-kom is a Polish chain of computer shops offering consumer electronics. Among the major brands with electronics available in Poland, it stands out for its strong internet marketing (most of its competitors rely heavily on communications in the ‘old media’, such as television or radio). Interestingly, x-kom was one of the first Polish companies to try its hand at TikTok. Today, x-kom’s profile is dominated by two types of content: entertaining (consisting of responses to current trends) and informative (e.g. help in choosing a computer for a specific amount, trivia, and news from the technology industry). As Jakub Biel, PR & communication manager of the brand, says, their aim was to show that x-kom is not only a shop, a warehouse, or couriers, but above all normal, interesting people. Currently, x-kom’s profile has already reached over 4.5 million likes and is one of the most popular brand profiles on the entire Polish TikTok.
2. Laurella
If one is looking for a well-run fashion brand profile on TikTok in Poland, one must take a look at the clothing brand Laurella’s communication. At first glance, the profile is no different from the classic accounts of fashion influencers. It is full of fashion inspiration and advice – all presented in a relaxed, friendly manner. There is also a strong knowledge of current TikTok trends. On the Laurella brand profile, we can see the daily life of the brand “from behind the scenes”, presented, among others, by the shop owner herself, Laura Reiss-Vogel. A huge plus for reaching the target group perfectly and being aware of the specifics of the TikTok tool.
3. Stars from the Stars
Cosmetics and hair care are graceful topics on TikTok – conscious hair care (in Poland, this phenomenon is called ‘hairdressing’) has become extremely popular among Polish women, especially after the 2020 lockdown. Today, Polish TikTok is overflowing with hair care tips and inspiration. This is a huge opportunity for beauty companies. The Polish vegan hair care brand Stars from the Stars has made great use of it. The most popular types of content found on the profile include hair care and modeling guides, discussions of how the brand’s cosmetics work and how to use them, as well as competitions with prizes for observers. The brand has also taken care of a distinctive graphic design – making the profile visually consistent. A big plus for the collaboration with influencers of the younger generation, such as Lexy Chaplin or Wersow (who are among the most popular influencers in Poland).
4. OnlyBio
OnlyBio is a Polish producer of natural cosmetics, which is a sister brand of Stars from the Stars. Not surprisingly, OnlyBio’s TikTok profile also stands out for its skillful and effective communication with customers. Similar to Stars from the Stars, OnlyBio also encourages its observers to take conscious care of themselves (OnlyBio offers hair and skin care products). The profile is dominated by inspirational and how-to videos. You can see a lot of real-time marketing, reacting to trends, and using TikTok’s greatest strength, music. Our attention was particularly drawn to the collaboration with Polish hair stylist Dawid Chmiel (known on TikTok as dejv_architekt_fryzur), who became an ambassador for OnlyBio. The brand now boasts as many as 3.4 million likes on the videos and more than 250,000 followers, an impressive result for a brand profile.
5. Tymbark
Tymbark is one of the largest and most popular producers of juices, nectars, and fruit drinks in Poland. Although the company was founded in 1934, it remains on the podium of the sales leader all the time. The excellent marketing, which has changed course over the years to adapt to market trends and new audiences, has played a major role here. For several years, the brand has been communicating effectively in social media, using collaboration with influencers or creating the YouTube channel ‘Studio Tymbark’. Today, Tymbark is also conquering the Polish TikTok. Created as part of the Tymbark Studio, the “Tymbark Squad” (which includes a group of young influencers) successfully runs the brand’s profile. The communication is dominated by funny content (pranks, skits, reactions, use of trends) geared towards a very young audience (you can see a lot of references to going to school, for example). Also noteworthy is Tymbark’s recent campaign featuring young Polish singer Sanah. Observers of Tymbark’s profile on TikTok could win a performance in the artist’s music video in a competition.
6. Red Bull
The Red Bull brand, known in Poland for its controversial advertising and slogans, has sponsored extreme sports since its inception and organized many such events (including the famous Red Bull Flight Contest, a competition of ‘flying’ on flying objects of its own production). So it is not surprising that in its online communication Red Bull also focuses on its sporting identity – shown in an original way. The brand’s Polish account on TikTok phenomenally combines video footage showing athletes in outfits bearing the Red Bull logo with funny comments in Polish (often reactions to popular trends). Polish athletes sponsored by the brand, such as former ski jumper and rally driver Adam Małysz, are also frequent visitors to the profile. Currently, the Red Bull Polska account is followed by more than 370,000 people.
7. Pasibus
Started with a single food truck, today it is a chain of restaurants located all over Poland. Pasibus is a Polish restaurant brand with burgers and American cuisine, which from the beginning has targeted young, modern customers. Not surprisingly, following the latest marketing trends, it decided to use the power of TikTok to promote itself. Currently, the Pasibus account already has almost 1 million likes and 50,000 observers, which is quite a success for a brand with a gastronomic profile. This is all thanks to loose communication, lots of real-time marketing, the use of trends, and a team that regularly creates new content.
8. eobuwie.pl
Sharing knowledge about trends, informing about new products, adding lookbooks, and providing styling advice – this is the content of the TikTok profile of the Polish footwear, handbag, and accessories shop eobuwie. The brand reaches out mainly to young consumers, providing them with fashion inspiration in a lifestyle manner. It is in vain to look for classic advertisements in communication. Instead, you will find plenty of content co-created in collaboration with influencers and brand ambassadors, such as model Mariusz Jakubowski and TikToker known as milena_blog. What makes this account stand out from other fashion profiles is that the brand also targets its content to men. There was also plenty of what Polish customers love – competitions, promotions and discount codes.
9. Warner Music Poland
The TikTok account of Polish record label and music distributor Warner Music Poland is a real must-see for all marketers who want to take a peek at the brilliantly done influencer marketing on this platform. The content is basically all created by Polish music stars (e.g. Dawid Kwiatkowski or Ewa Farna). They upload their own recordings, concerts, and responses to popular trends here. It is on Warner Music Poland’s TikTok that we will also see previews of the latest music videos, which will be uploaded to the official YouTube channel. The brand also uses TikTok to promote its artists on Spotify, creating playlists there, such as the ‘TikTok Hits’ playlist.
10. Multikino
Where on TikTok can you look for film inspiration and information about the current cinema repertoire? You can find them with influencers … and you can also look at the official Polish profile of the Multikino cinema chain. The brand has made excellent use of its film niche and promotes the current repertoire and shares film knowledge in a non-intrusive, entertaining way, tailored to young audiences. The profile regularly features several people acting out scenes from cinema life and reacting to the latest TikTok trends. This makes Multikino’s account look natural and, at first glance, no different from the native content that Polish TikTok users usually come across on the platform. Multikino currently boasts a score of 1.5 million likes on the videos.
These are just some of the examples of well-run brand accounts on Polish TikTok. We are already seeing a steady increase in the number of brands wanting to test the potential of this tool. If your target group is young customers from Poland, now is your last chance to start communicating there. Do you need help in running a Polish TikTok? Or would you like to consult with experts in social media marketing in Poland about investing in this platform? Write to us – we will be happy to help you promote your brand on Polish social media!