We are a Public Relations, Corporate Affairs and Employer Branding agency. We care about reputation, drive growth, build ecosystems, promote values, and support business.
Red Tower, Piotrkowska Street
148/150/18.01, 90-063 Łódź
T: +48 504 629 942
E: biuro@linkleaders.pl
Privacy Policy
Terms and Conditions
Accessibility Statement
2025 linkleaders.pl
Red Tower, Piotrkowska Street
148/150/18.01, 90-063 Łódź
T: +48 504 629 942
E: biuro@linkleaders.pl
Privacy Policy
Terms and Conditions
Accessibility Statement
2025 linkleaders.pl
Red Tower, Piotrkowska Street
148/150/18.01, 90-063 Łódź
T: +48 504 629 942
E: biuro@linkleaders.pl
Privacy Policy
Terms and Conditions
Accessibility Statement
2025 linkleaders.pl
Happy Home Report Series
Client
CHALLENGE/ACTION STRATEGY/PROJECT SCOPE
CHALLENGE/
ACTION STRATEGY/
PROJECT SCOPE
CHALLENGE/ACTION STRATEGY/PROJECT SCOPE
“Happy Home” is a project initiated by Otodom in 2021 to research the level of happiness of Polish people in their places of residence. The brand faced the challenge of finding a new perspective on the researched topic - so that the next edition of the report would bring significant and interesting conclusions to the public discussion. The project proved to be such a great success that it became the foundation of the brand's communication, extending far beyond the reports. For five years, insights from the reports have been the starting point for a series of communication activities by the brand, including TV campaigns, feature stories, and podcasts.
Implementation
CHALLENGE/
ACTION STRATEGY/
PROJECT SCOPE
Implementation
As part of our collaboration, we have conducted 3 waves of research with the Otodom brand, which resulted in the development of 6 research reports (the latest was released in February 2026). Further studies and reports are currently in preparation.
Within this long-term project, we decided to take a closer look both at the topics previously covered in the brand's reports (such as the level of satisfaction with the place of residence among representatives of different generations) and at completely new ones.
In the first report (Housing on the Timeline), we looked at the impact of the life line on housing decisions, initiating, among other things, a public discussion on Multigenerational Co-living (i.e., people who, despite being adults, choose to live with their relatives). In the second one (Square Emotions), we examined the relationships of neuroatypical people with their homes and neighborhoods, as well as the impact of stimuli on the well-being of Poles. In the third (To Have or to Be in Housing), we checked the attitude of Polish residents toward property ownership. The fourth report (The Meanings of Housing Changes) constituted the first such detailed segmentation of Poles in terms of their reasons for moving. Our 12 profiles became the basis for a paradigm shift in the discussion on real estate decisions. The fifth report (Let's Build a Happy Neighborhood) looked at the neighborly relations of Poles and the factors that support them. The sixth publication (The Male Faces of Happiness) analyzes various facets of men's attitudes toward their houses and apartments. The report accompanied the premiere of the Academy Award-winning film "Sentimental Value" and was created in cooperation with its distributor.
The completed reports served as the basis not only for a range of PR activities but also for the Otodom brand's marketing campaigns - including TV commercials and reportages inspired by the data. The reports were co-created with well-known experts, including Prof. Tomasz Sobierajski, Dr. Joanna Jurga, Dr. Agnieszka Labus, LAB 60+, Joanna Flis, Dr. Joanna Gural, and the Institute of Reportage (Mariusz Szczygieł, Filip Springer, Olga Gitkiewicz).
As part of our collaboration, we carried out 3 waves of research with the Otodom brand, which made it possible to prepare 6 research reports (the last one premiered in February 2026). Further studies and reports are still being prepared.
As part of this long-term project, we decided to take a closer look both at the topics previously addressed in the brand's reports (such as the level of satisfaction with the place of residence among representatives of different generations) and at completely new ones.
Thanks to this, we managed to initiate a public discussion, among other things, about Gniazdownicy (i.e. people who, despite being adults, choose to live with their loved ones - it turned out that for many of them this lifestyle results from choice - not necessity, as had previously been assumed).
In the second report in the series, we looked at the group of neurodivergent people in the context of their housing well-being.
The third report, in turn, analyzes the attitude of Poland's residents toward property ownership, and the fourth - their housing styles. This report became the basis for a paradigm shift in the discussion about housing decisions, which today are based not so much on technical parameters as on alignment with tenants' real needs. The next report expanded this discussion to include the issue of relations with neighbors.
In February 2026, another report was launched, devoted to a new version of masculinity. It referred not only to research data, but also to cultural narratives - and specifically to the film “Sentimental Value” directed by Joachim Trier. In preparing the report, Otodom cooperated with the Polish distributor of the film.
The completed reports served as the basis not only for a range of PR activities, but also for Otodom's marketing activities - including a television campaign. For substantive cooperation on the reports, we invited experts, including Professor Tomasz Sobierajski, Dr. Joanna Jurga, Dr. Agnieszka Labus, and the 60+ Architecture Laboratory LAB60+.
LINKS TO REPORTS
CHALLENGE/
ACTION STRATEGY/
PROJECT SCOPE
LINKS TO REPORTS
AWARDS
AWARDS
2024+2025
in the category “Corporate PR, branded content”
Effie 2025
in the category “branded content, long term”
KTR 2025
in the “creative strategy” category
effects
topics
of communication
The total reach of publications based on the reports from the “Happy Home” series in the period May 2024 - May 2025 exceeded 23 million.
Content related to the reports reached over 45 million users on Facebook and Instagram.
98% of the publications were earned media. Nearly all of the project's exposure was organic - the content lived in the media on its own, without paid promotion.
The publications secured the brand the leading Share of Voice position in the category (SoV at 44%).
Business impact: Otodom exceeded the target more than twofold compared to the assumptions and achieved revenue growth of 43% year over year.
Recruitment campaigns for individual departments
Image campaigns (e.g., a campaign about values, a campaign promoting new career tabs, a campaign about EVP)
Daily communication, focused on topics aligned with EB strategy guidelines
In the period from July to September 2024, publications dedicated to reports reached 13.5 million recipients.
Compared to the effects of the “Happy Home” campaign in the corresponding period of 2023, we noted a 105% increase in mentions of the reports.
As a result, the brand Otodom increased its Share of Voice to 48% (an increase of 5 percentage points year on year).
tools
Creative concept and research plan for a series of reports
Research and creative workshops
Research conducted by the research partner - IQS based on the developed questionnaire, insight analysis, data storytelling design
Report copywriting
Collaboration with experts
Additional tools: press briefings, reports in partnership with the Reportage Institute, others
Creative concept and research plan for the series of reports
Research and creative workshops
Research conducted by the research partner - IQS based on the developed questionnaire
Report copywriting
Collaboration with experts
duration
Implementation
Since January 2024, ongoing
Other projects from the Data category: awesome
