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Social media campaign

Changing young Swedes’ image of Finland

How the Finnish Embassy reached out to young people on TikTok and YouTube

Can you talk about topics like AI, source evaluation and EQ with young audiences on TikTok and YouTube and get the desired results? Absolutely. As long as the content is adapted to suits the audience — and the platform.

The challenge

The Finnish Embassy in Stockholm wanted to change young Swedes’ perception of Finland so that they would start recognizing the country as a leader in subjects like AI, source evaluaton and emotional intelligence. But how do you get young audiences on TikTok and YouTube to stop and take notice?

The insight

Instead of having the embassy talk about how good Finland is in all these fields, we knew it would be more effective if the message was conveyed by someone closer to the target audeinces’ own age. Since AI, source evaluation and EQ are actually topics that young Finns learn about in school, we created the campaign “Finnish Standard”, based on the principle of “show don’t tell”.

"Spoon understood our challenge and delivered a campaign that really felt right for the audience and was visually fitting. We succeeded in something that many authorities struggle with: reaching a young audience with important societal information about future challenges regarding technology, information influence, and relationships."

– Elna Nykänen, Press and Cultural Counselor at the Finnish Embassy

The solution

We asked a young Finnish-Swedish girl to go out in Stockholm and show how much she knew compared to the average Swede. We managed to create recognition with the audience – while being both entertaining and educational. To make the films eye-catching and add a playful tone, we also used hand-drawn graphics that propelled the films forward and made the content easier to grasp.

The result

With the aim of creating awareness, the campaign’s strategy was based on exposing the audience to the content in stages. First with a short teaser and then with increasingly longer content. On average, the campaign had a completion rate of 21% — proof that the audience found the content both engaging and interesting.

The result

Exposures TikTok

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Video Views YouTube

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Video Views 75% YouTube

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Want to know more?

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Hannah Sjöström

Client Director

hannah.sjostrom@spoon.se +46 73 033 68 09

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