Michał Holc is the CEO that no one was searching for on Linkedin, but everyone was waiting for. In no time, the straightforward communication of the Kropliczanka boss won the users hearts and turned the negative reviews about the new The Office series into positive ones. The CEO character became the driving force behind the entire promotion of the series. Michał Holc’s publications organically reached 300 000 LinkedIn users. Almost 10 000 people visited his profile over the two weeks campaign period. Despite The Office PL premiere at the end of October, it became number 1 in November.