Influencer marketing in Poland is already doing better than well. Content, where influencer engagement is key, is no longer an exclusive nice-to-have, but an absolute staple that is not only driven by your competition, but…. is simply demanded by the consumer themselves! What should promoting with influencers look like in 2025? What do you need to test on your channels based on the best influencer campaigns of 2024? Check it out!
Get ready to collaborate with influencers! From this article you will learn, among other things:
- how to gain and engage with the community and at the same time – bet on the authenticity of influencer marketing.
- what trend is changing social media and how to watch your competitors’ advertising performance,
- how to promote your image so that your brand benefits from influencer marketing,
Table of contents:
- How has influencer marketing changed since 2023, and what has the advertising in 2024 surprised us with?
- Most interesting marketing campaigns with influencers 2024
- Influencer marketing in 2025: expert opinions
How has influencer marketing changed since 2023, and what has the advertising in 2024 surprised us with?
When working with online creatives, influencers and celebrities, brands could almost always gain. Of course, experienced marketers will emphasise the importance of the word “almost” and are able to square every brief with the well-known 1984 – “Where’s the beef?”. That is right – what was the “meat” that made the difference between the brand gaining real reach, the message being credible and the idea and budget simply being effective?
To know how to catch the attention of the audience in 2025, we need to go back a bit to influencer marketing in 2023. That is when Poland and the world realised that influencer campaigns are all about:
- increasing importance of quality over quantity: 2023 has seen an increase in the quality of influencer collaborations and an evolution of content that has become more dynamic and interactive. As a brand, demand measurable results. Also, prioritise authenticity and transparency – the consumer wants credible advertising that often reveals a bit of the influencer’s privacy,
- new forms: the year 2023, and even more strongly 2024, highlighted the short-form trend. The social nature of influencer marketing has long since ceased to be limited to Facebook, the base has become Instagram, and even then the so-called blue ocean – TikTok. It was in marketing on TikTok sees real potential not only for large-scale creators, but also for micro- and nano-influencers and user-generated content,
- lawful activities: the UOKiK’s introduction of sanctions for the absence of advertising content signage has influenced the market by introducing transparency and eliminating cryptocurrency. Moreover, from the perspective of influencers themselves, the desire to protect their audience often motivates the rejection of collaborations with brands. A good example is the promotion of alcohol. Now, not only is the creative team involved with influencer marketing campaigns, but increasingly the legal department is also involved,
- the contribution of artificial intelligence: although in 2023 AI still had quite a few shortcomings – even then, marketers were already seeing huge potential in language models for, among other things, analysing campaign audiences or optimising campaigns. The year 2024 brought further updates to LLMs and increasingly creative implementations. 2025, on the other hand, could be a watershed moment – the moment when the entire marketing scene will be changed by AI influencers.
The State of Influencer Marketing report by the Influencer Marketing Hub team confirms that brand spending on such activities can only increase. The global value of influencer marketing in 2023 was more than $21 billion, and in 2024, according to experts – influencer marketing spending was expected to grow by 14%! It is time to prepare for strong competition and learn about best practices. Which campaign has gone viral in 2024 and what is worth basing your efforts on?
Most interesting marketing campaigns with influencers 2024
At least a few Polish influencer marketing campaigns resonated in 2024. Which campaigns with influencers proved to be an absolute hit? We have selected the 6 best inspirations.
McDonald’s Poland: bambi does what it wants with Poppy
The campaign at a glance:
- influencer: bambi – Michalina Włodarczyk, owner; rapper and songwriter, popular with the younger generation, also known for her participation in “The Voice Kids”,
- target group: Generation Z in Poland rap fans, social media users, in particular TikTok,
- purpose: promoting McDonald’s proprietary kit, increasing sales, increasing the popularity of the McDonald’s app, building a brand image close to the younger generation.
The bambi does what it wants with McDonald’s campaign is an example of the effective use of a popular artist’s image to reach a young target group. The bambi kit was exclusively available to users of the McDonald’s mobile app. The app also featured a set of goodies – the Trapstarter Pack bambi x McDonald’s, which could be picked up with points collected in the loyalty programme.
Photo: promotional materials. The collaboration with Bambi was a natural extension of previous activities involving some of Poland’s most popular musical artists.
In addition, on 28 September 2024, the artist performed at a concert on the roof of a McDonald’s restaurant in Nieporęt near Warsaw. The event was attended by 1,500 fans who won tickets through a competition on the McDonald’s app. The concert was streamed live on the McDonald’s app using augmented reality (AR).
The author’s kit and related events have generated a lot of interest and engagement on social media through tens of millions of impressions. Inspiration for other brands? Involve influencers in creating unique offers and events generating a viral effect.
Motorola Poland & Cinema City: In the cinema, experience, not record!
The campaign at a glance:
- influencer: Janusz Chabior – actor; known above all for his roles as villains in films and crime series – is popular with audiences despite his image associated with gangster roles,
- target group: cinema-goers, people who use smartphones in the cinema, people who value culture and cinema etiquette,
- purpose: promotion of the idea of experiencing cinema screenings in full, limiting the use of smartphones in cinemas, building the image of the Motorola brand as caring for the culture and comfort of cinema goers, promotion of Motorola smartphones (e.g. Motorola Razr 50 Ultra, Edge 50).
Motorola’s partnership with Cinema City was one of the best cross-communicative attempts to connect the seemingly unconnected. How to mix phone promotion… in the cinema? Well, on a do-don’t basis. Educating audiences and promoting cinema etiquette positions not only Cinema City, but also potential Motorola customers as these informed consumers. And that is what counts!
Photo: promotional materials. The joint action of the brands, which seemingly have nothing in common and, in fact, a lot in common – has resulted in a fantastic cross-promotion.
A key element of the campaign’s distribution was cinema spots starring Janusz Chabior, broadcast on 377 screens in 41 Cinema City cinemas. In addition, Motorola-branded smartphones were presented in cinemas, combining an educational message with the promotion of specific products.
What we as a brand can learn from the Motorola x Cinema City campaign? In influencer marketing it is worth making bold use of humour to raise important issues and educate consumers. Cooperation with target group venues is an effective way to reach audiences with the right message. It is an effective way to reach audiences with the right message. What is more, educational campaigns that support culture and the arts build a positive brand image and demonstrate the brand’s commitment to values higher than just profit.
Canal+ Poland: First Aid is a Simple Matter
The campaign at a glance:
- influencer: Michał Marszał (satirist), Wojciech Chmielarz (crime fiction author), Piotr Knioła (PigOut, dealing with pop culture and lifestyle), Jan Świtała (Yanek43, paramedic),
- target group: Millenials, adults, Canal+ viewers, social media users, people interested in the series “Simple Matter”,
- purpose: to promote the series “Simple Matter”, to raise awareness of first aid, to educate the public about saving lives, to build Canal+’s image as a socially responsible brand.
Canal+’s campaign is one of the best examples that combines the promotion of an in-house brand – in this case the series “Simple Matter” – with an important social message. The spot featured influencers in non-obvious roles, to attract the attention of the audience and encourage them to learn about first aid.
Photo: Canal+ promotional materials. The “First Aid is a Simple Matter” campaign not only plays with convention, but also makes consistent use of the output of the influencers themselves.
But were the characters themselves completely different from real life? Not necessarily – here we have a certain consistency. Wojciech Chmielarz inspired Canal+ with his book to create a non-obvious series about helping people, and one of the creators – Yanek43 – is himself a paramedic by trade. All this in Canal+ Poland’s characteristic heavier and darker setting.
The spot was broadcast on popular social media platforms such as Facebook, Instagram, YouTube and TikTok, as well as on Canal+’s social media channels. Additionally, the campaign changed the colour of the “plus” in the Canal+ logo to red to symbolise the importance and urgency of the topic. A lesson for others? In influencer marketing, pop culture, references and the cinematic nature of the scene is able to not only educate but also inspire action.
Maspex: Uwielbiam.pl@uwielbiam.pl Not sure how to cook something? Then go to the Uwielbiam! There you will find delicious recipes 🍔🥗 #uwielbiampl #pov #recipe ♬ sound original uwielbiam.pl
The campaign at a glance:
- influencer: Damian Tkaczuk, known for his parody videos on TikTok, and Foxx, a popular creator on the same platform known for his engaging and entertaining cooking content,
- target group: young people (Generation Z, younger Generation Y), TikTok users, culinary and healthy lifestyle fans, people looking for cooking inspiration,
- purpose: Promotion of the Uwielbiam.pl platform as a source of recipes and culinary inspiration, increasing community involvement and building awareness of Maspex’ own FOOD brands among younger audience.
The “Uwielbiam.pl” campaign stood out for its effective creative strategy, which was perfectly suited to TikTok. Thanks to the creation of a dedicated channel from scratch, the use of native advertising and skillful infotainment, the content achieved impressive results, with some videos gaining over 200,000 organic views in just a few days. In addition, the introduction of the TopView format brought in an additional 11 million impressions from paid traffic.
Photo: press materials. Uwielbiam.pl was a dedicated channel on TikTok, which promoted brands from the FOOD segment of the Maspex Group.
Other brands can learn from Maspex the importance of tailoring content to the specifics of the platform and engaging influencers who can reach their target audience naturally. Regular enrichment of content with promotional activities and competitions additionally increases community engagement, a key element for success in influencer marketing.
Deichmann Poland: Deichmann x GENZIE #MainCharacterEra
The campaign at a glance:
- influencer: GENZIE, a group of influencers popular with young people, known from platforms such as YouTube and TikTok,
- target group: teenagers, fans of Y2K fashion and trends, recipients of content created by GENZIE,
- purpose: promotion of Deichmann footwear, increasing brand recognition among the young target group, generating sales.
The Deichmann x GENZIE campaign, tagged with the hashtag #MainCharacterEra, takes audiences back to a retro American High School vibe. The profile of the campaign was also in keeping with the season – one of the image goals was to capture the joy associated with going back to school. The campaign featured seven creatives who showcased Deichmann’s own brands, and a dedicated collection and school bags signed with influencer branding have been launched in shops. View this post on Instagram
A post shared by Hanna Puchalska (@hi_hania)
With the Fish Eye lens, the footwear was in the absolute spotlight, and all communication emphasised the idea of being the “Main Character” of one’s life.
The Deichmann x GENZIE campaign is an example of a successful collaboration between a footwear brand and a popular group of influencers who understand the preferences and tastes of Generation Z perfectly. The use of Y2K aesthetics and the “Make It Big!” theme aptly fits in with current trends, and the involvement of the GENZIE influencers ensured that a wide audience was reached. From this example, your brand can take full advantage of how to build authentic partnerships with influencers whose images and lifestyles are consistent with your brand values and the preferences of your target audience.
GymBeam: Patecki x GymBeam
The campaign at a glance:
- influencer: Jakub Patecki (Patec Wariatec), youtuber known for his challenging and inspiring content, promoting an active lifestyle and taking on extreme challenges,
- target group: people interested in fitness, sport, healthy eating, fans of Jakub Patecki, recipients of content related to physical activity, looking for motivation and inspiration for action,
- purpose: building the image of the GymBeam brand as supporting ambitious projects and active lifestyles, increasing brand recognition, promoting GymBeam products among physically active people.
Patecki’s collaboration with GymBeam is an example of a long-term partnership based on authenticity and image consistency. On the one hand, the brand actively supports the influencer in his or her challenges – on the other hand, the journeys themselves – including an expedition to Mount Everest, a half-marathon in Fiji, fishing in Africa or a trip to Antarctica – generate unconventional formats. View this post on Instagram
A post shared by Jakub Patecki (@patec_wariatec)
Clippings and teasers were distributed on TikTok and Instagram, among others, and feature-length productions on YouTube. Additionally, the GymBeam brand was regularly tagged in Patecki’s posts and accounts, and as part of the collaboration – organised competitions and giveaways of GymBeam products. The result? Additional audience engagement and building the last level of the sales funnel – brand loyalty.
A final lesson for brands? Let’s learn that supporting influencers in achieving their passions and goals, creates an authentic connection with the audience and builds a positive brand image, which not only sells products, but also inspires action.
Influencer marketing in 2025: expert opinions
And how do you put influencer marketing into practice? Find out the opinions of an expert from the All4Comms agency!
This is how brands should promote themselves on social media
“In social media, authenticity is key. Working with influencers builds relationships with consumers. At our agency, we help find influencers who are consistent with the brand and resonate with the Polish audience,” points out Matylda Setlak, Account Director at All4Comms.
When choosing an agency – bet on local influencer marketing experts in Poland. Because we are in the Polish market, we can verify and select the right brand ambassadors faster.
This is what brands need to bear in mind when creating content
“When creating content with influencers, brands need to remember that they are the experts in communicating with their audience. Let’s give influencers freedom, but make sure the message is in line with the brand’s values. Let’s focus on transparency and clear rules to maintain authenticity,” adds Matylda.
Remember – clear communication and a brief are essential. Make influencers understand expectations, but at the same time create natural, engaging content.
Influencer marketing is not just a fad, Instagram and promoted profile
“Taking a long-term view of this type of activity, a full range of media and clever optimisation are the absolute basics of successful influencer marketing. Influencer marketing is not just a fad, Instagram and a promoted profile – it is the future of promotion, based on authentic relationships and organic reach,” concludes Matylda Setlak, whose team has already helped hundreds of companies from all over the world.
At every turn – look broadly and measure effects. Remember that influencer marketing can bring both temporary boosts and be a full-fledged long-term investment in your business.
What the best influencer campaigns of 2024 have taught us: a recap
2024 has shown that successful influencer marketing campaigns in Poland combine authenticity, strategic alignment of influencers with the brand and creative use of trends. Sound cliché? The trick is to combine these elements into compelling content that will not end in a seasonal increase in impressions and engagement from your customers, but will translate into long-term loyalty. As one of our exper
