Plush keeps up the momentum and grabs the gold statuette at Effie 2025 in the Influencers & Social Platforms category. The award was given for the campaign “PLUSH – Communication Restart in the TikTok Era.” The Effie Awards gala is the largest marketing competition setting standards for communication effectiveness and business activities.
Months of hard work dedicated to communication have once again been recognized, and in one of the most prestigious marketing competitions. Plush won in the Influencers & Social Platforms category, with the gold statuette awarded during the Effie Awards 2025 gala. The “PLUSH – Communication Restart in the TikTok Era” campaign joined an elite group of winners – this year, gold was awarded to only 7 out of 115 nominated campaigns!
In 2025, Plush underwent one of the boldest rebrandings in the industry, elevating it to one of the most distinctive and influential brands on TikTok. By introducing a new Bear as a full-fledged influencer, the brand started to operate like a creator: quickly, boldly, and in tune with culture. Instead of traditional ads, Plush began delivering entertainment, engaging both young creators and the biggest pop culture stars. Thanks to viral content featuring, among others, Łatwogang, Doda, Książul, and the “greedy bear from Zakopane,” Plush became one of the most engaging brands on the Polish internet. As a result, Plush not only became the most liked Polish telecom brand on TikTok but also recorded a 55% increase in sales.
“More than 10 years ago, Plush shook up the telecom market and was a symbol of a rebellious brand that broke the mold and attracted customers. Now, Plush has been reborn, because we live in new times. Once again, it sets trends by understanding today’s media and how people use them. It is authentic, boldly interacts with internet stars, co-creates content with them, delivers entertainment, and easily engages in dialogue with fans” – says Michał Sobolewski, Vice President of the Management Board of Plus.
This is another distinction for Plush, which in September won silver in the Use of Social Platforms category at the 2025 Creative Club of Advertising Creators (KTR) competition.
The Plush team co-creates communication and marketing activities together with the CRB.agency, which manages social media and produces content, and the FormUP agency, which handles digital activities.
