Zip Recruiter

Launching open brief TikTok and Instagram Reels challenges to reach wide audiences and help 'Rave Out' climb the charts 🕺

Creations

Saves/Shares

0M+

Streams

Here's what happened

We partnered with ZipRecruiter to bring their Meet Your Match jingle to TikTok through creator-led content that felt natural to the platform.

To kick things off, we tested five different content pillars: dance trends, fashion, comedic skits, career storytelling and narratives, plus an interactive Work Personality filter created by the ZipRecruiter and Zebr teams.

Using a mix of Challenge activations and ongoing Direct seeding, we identified what audiences connected with most and adapted the strategy as the campaign evolved.

Zebr Challenge

Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!

Creators submit posts based on a creative brief.
Encourages participation only in challenges they connect with, ensuring quality content.
Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.

Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!

Creators submit posts based on a creative brief.
Encourages participation only in challenges they connect with, ensuring quality content.
Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.

Phase One

Trend Testing

We kicked off with five creative pillars: dance trends, fashion-led content, comedic skits, career storytelling, and narrative-driven POVs - all supported by an interactive “Work Personality” filter created by ZipRecruiter and Zebr.

This phase was about breadth over restriction, allowing us to identify where the sound naturally fit within creator culture. Early traction showed strong engagement across all pillars, with comedy and career storytelling quickly emerging as clear standouts for repeatable, high-performing content.

Phase Two

Career Stories & Relatable Skits

In phase two, we streamlined the approach and doubled down on what was clearly working - comedic skits and career-led narratives. Creators leaned into honest, relatable workplace moments, from awkward interviews and job hunting frustrations to “day in the life” reality checks.

This shift reinforced the idea that authenticity drives performance. The more real and imperfect the storytelling, the stronger the engagement - with micro creators in particular outperforming their usual benchmarks when tying personal career experiences to the sound.

And the Results?

Proof That Consistency Creates Breakthrough Moments

Creations

Views

0M+

Streams

The campaign delivered 8M+ views, 458 UGC creations, 422 Zebr creator posts, and over 20K saves and shares, building strong organic momentum for the sound.

What stood out most was the wider behavioural shift it reflected - audiences are increasingly gravitating towards vulnerable, honest storytelling. In this case, real career journeys (not just polished success moments) became the most powerful driver of engagement, turning a brand jingle into a culturally relevant TikTok format.