K-Group
PIRKKA HACKS
Do you ever think about how to get TikTokers to love your brand?
Pirkka has a hack for you: create Pirkka Hacks guy.
Pretty clever!
Hello judges! <3
Nice to see you here.
Do you know where the OG life hack came from? Finland. Don’t you believe me? Let me take you back to 1974. Hope you like my film!
With love,
Pirkka Hacks guy
Background
In Finland we have this iconic thing called Niksi-Pirkka. A cultural phenomenon that has existed in Pirkka Magazine since 1974, sharing life hacks for the nation. Pirkka Magazine has approximately 1.5m readers in Finland. It’s delivered to people’s post boxes by Kesko, the nation’s leading grocery store chain. (So, a lot like Tesco, but with more Ks and an orange colour.) Kesko is also called K-group to make it confusing enough. So it is K-group from this row on.
Every Finn (Millennial+) remembers Niksi-Pirkka as more or less useful tips and tricks. It’s a nostalgic and much-loved part of Finnish culture, considered as important as Käärijä or Sanna Marin. Unfortunately the newer generation doesn’t really know it exists, let alone the fact that Pirkka was the OG inventor of life hacks in general.
Our brief was to refresh the old concept for this demanding target group and platform: getting TikTokers’ attention as a brand is highly ambitious and demanding in itself.
Brief
Instead of looking like luke-warm brand advertising, we wanted to create an approachable and sympathetic TikTok personality that people would want to follow and interact with. Building an active, growing community was our main goal in addition to efficient advertising.
K-group wanted to relaunch Niksi-Pirkka on TikTok to reach the younger target group aka the future household grocery shopping decision makers.
Objective
(our creatives) ultimate goal
Insight
Rallienglanti aka rally English is part of our national identity. (Ever heard an interview with a Finnish rally or F1 driver?) Every Finn can relate to it, as we’re at the same time embarrassed and proud of our unique, stripped-down way of speaking English.
The concept was built around an anonymous Pirkka Hacks guy who shares the best life hacks by introducing them as humorous pieces of content. The tonality embraces the stereotypical and celebrated Finnish character – straightforward and very awkward. Rally English makes our guy relatable for each and one of us, but especially the younger generation, who simply find it hilarious and meme-worthy.
Idea
Strategy
Just like our target group (18-34-year-old active users in Finland), the life hacks were already living their happy life on TikTok, and we knew people loved that kind of easy content that would change their mundane lives for the better. Niksi-Pirkka being the birthing mother of life hacks in general, it only made sense to not only continue on the trend, but build on it too.
The content was created to look like any TikToker’s authentic clips made using the platform’s own tools without a high production value – from initial idea to live content in just a matter of days.
Even though the storytelling is light and entertaining, the content is based on K-group’s sustainability themes. Our hacks feature e.g. recycling, energy saving and food waste prevention. But then again, they also introduce a strawberry guillotine and a boyfriend made out of tights – the quirkier the mix, the merrier.
Execution
The tonality and personality of Pirkka guy has been strengthened by community management and engagement with the community.
Pirkka Hacks guy is cheering everyone who is doing life hacks in TikTok.
People love him!
He has built a reputation as character of life hacks.
Results
#1 Finnish magazine brand in TikTok ‼️
Our vision of the best possible result was to be welcomed to the Finnish TikTok space as a member, rather than a distant brand.
We have been able to build up an active community of 18K people which makes Pirkka Hacks the biggest magazine brand in TikTok in Finland. The community adopted our way of speaking rally English and showed their love by watching our videos almost 12 million times and engaged with them over 233K times.
We have reached 69,2% of all 18-34-year-old TikTok users during 1.9.2022-31.8.2023 in Finland.ertising during H2/2022.
