Kruidvat
Gen Z writes the soap
Kruidvat Cliffhangers: the first TikTok soap series written by Gen Z itself.
Kruidvat
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Gen Z writes the soap
Kruidvat Cliffhangers: the first TikTok soap series written by Gen Z itself.
The case film
Bizarre plot twists, hilarious moments, real employees and real Kruidvat stores: the series in 78 seconds.
The challenge
How do you make a side job at Kruidvat appealing to a generation that would rather scroll past a vacancy than read it? And how do you get young people not just to tap and watch your content, but to come back for more?
The insight
Gen Z is only truly convinced by peers who show what a side job is really like. And for Gen Z the comment section is sometimes bigger than the content itself: that is where they react, read along and take the story to the next level together.
Our approach
We created Kruidvat Cliffhangers: a light, funny soap series on TikTok that breaks every rule of "work with us" content. No vacancy talk, but entertainment that belongs in Gen Z’s feed. Every episode ends on a cliffhanger and the community decides in the comments how the story continues: a series for and by the audience. Real employees became the faces of the series and won the channels over with their authenticity and humour; colleagues from Belgium joined in too. The series deliberately did not stay on the shop floor, which made it feel like a real TikTok series rather than recruitment. Everything runs fully organic and is carried by community management: that is how @TeamKruidvat grew into the place where young people discover how much fun a side job at Kruidvat really is.
Results
- 1.3MImpressions
- 37,000+Engagements
- +119%Followers
- +50%Comments vs. regular content
The comments became the engine of the series: not feedback after the fact, but a bucket of new storylines. Employer branding is not about broadcasting, it is about involving people in your brand.
