---
title: "Kruidvat: Gen Z writes the soap | Somention"
description: "A TikTok soap where the comment section decides how the story continues. It turned employer-branding content into entertainment, written by the audience itself."
canonical: "https://somention.com/en/work/kruidvat-cliffhangers"
language: "en"
---

# Kruidvat: Gen Z writes the soap

_Video series - 2025 - TikTok, Employer branding, Community_

Kruidvat Cliffhangers: the first TikTok soap series written by Gen Z itself.

## The case film

![The Kruidvat Cliffhangers case film](https://somention.com/work/kruidvat-cliffhangers-film.v1.poster.jpg)

Bizarre plot twists, hilarious moments, real employees and real Kruidvat stores: the series in 78 seconds.

[The Kruidvat Cliffhangers case film](https://foxyqcp6zygmuyrf.public.blob.vercel-storage.com/work/kruidvat-cliffhangers-film.v1.h264.mp4)

## 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

- **1.3M** Impressions
- **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.

## You might also like

- [Allianz Direct: Insurance, minus the boring](https://somention.com/en/work/allianz-direct)
- [Disney: The shortest route to magic? Your timeline!](https://somention.com/en/work/disney)

## Contact

Somention BV  
[info@somention.com](mailto:info@somention.com)  
[+31 85 876 9 550](tel:+31858769550)

Want to join? [Go to Homerun](https://somention.homerun.co)

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