PostNL x TikTok
Follow what matters to Gen Z.
At the end of 2023, SuperRebel.Agency and PostNL launched a TikTok channel with a clear ambition: to bring the brand closer to Gen Z in a positive and meaningful way. Not an easy task. For many young people, their perception of PostNL was shaped by negative delivery experiences.
120M
1.2M
50K
What’s brave?
As the largest delivery company in the Netherlands, PostNL absorbed virtually all the frustration surrounding parcel delivery. Not just complaints about its own service, but often those aimed at competitors too. When something went wrong, PostNL got the blame.
It takes courage to step into that environment on TikTok. To actively engage with an audience that isn't exactly rooting for you. And it takes even more courage to trust creative ideas that may not immediately make sense to stakeholders, but resonate deeply with the people you're trying to reach.
Social strategy
During the first year, the focus was on turning sentiment around. Once that foundation was in place, we moved to the next stage: becoming a relevant part of Gen Z culture. The strategy was simple and effective: think and create from the audience's perspective. Follow what matters to them. Understand where their attention is and which trends are shaping the platform. Make Gen Z feel understood and show that PostNL belongs in their world.
Four content pillars
Jumping on trends at lightning speed, but always with an original PostNL twist. This keeps the brand fresh, surprising and, most importantly, relevant. By immersing itself in Gen Z culture, the brand demonstrates that it genuinely understands what its audience cares about, from gaming communities to niche TikTok formats.
We collaborate with creators in smart and authentic ways. Sometimes organically, with creators such as Enzo Knol and Monica Geuze. Other times through dedicated partnerships, such as Levi, a recurring character appearing in PostNL videos. One video featuring Enzo Knol generated more than one million organic views and sparked direct interaction with the target audience.
Young delivery drivers take centre stage, offering an authentic look behind the brand and showing that working at PostNL is actually pretty cool.
Community Management
Not a pillar, but a necessity. If you want to become part of a community, you have to act like a member of it. By speaking the language of Gen Z and embracing their humour, we increase engagement, make the brand more approachable and help PostNL become a genuine part of TikTok culture.
From online to offline
Alongside our always-on content strategy, we create real-world activations that connect with Gen Z not just in their feeds, but in their heads and hearts. Take the PostNL Conversation Package. An idea that turns digital interactions into tangible appreciation. People share a message through a postcard and personalised video message, combining hundreds of individual stories into one collective expression of gratitude.
The Result
Explosive engagement. A growing positive sentiment. And a brand that remains relevant to an audience that traditionally has little connection to established companies. This case proves that the distance between a brand and a generation can be closed, if you're willing to create from their perspective rather than your own.
Brave made:
Execution
Social Media
Content strategy
This work is B.O.S.S.
Bold | Outspoken | Smart | Stylish
There’s only one that tastes like this.
