PIRKKA HACKS
Category: Paras toteutus
K-Group
Do you ever think about what happened to the iconic Niksi-Pirkka? It was reborn as Pirkka Hacks on TikTok.
Pretty clever!
Watch the case film
Every Finn remembers Niksi-Pirkka as more or less useful tips and tricks. It has become the synonym for life hacks and has been living in Pirkka magazine since 1974.
Niksi-Pirkka has been much loved but unfortunately not so well known, especially among younger people as they are consuming more digital content.
Background
K-group wanted to relaunch Niksi-Pirkka on TikTok to reach the younger target group.
Our task was to refresh the old print concept for a demanding target group and platform: getting young people’s attention on TikTok as a brand is highly ambitious and demanding.
How to speak to Gen Z in an authentic way on this fast-paced platform as a brand?
Challenge
Instead of looking like brand advertising, we wanted to create an approachable and sympathetic TikTok personality that people want to follow and interact with.
Building an active, growing community was our main goal in addition to efficient advertising.
Target
Insight
Rallienglanti aka rally English is part of our national identity. Every Finn can relate to it as we’re at the same time embarrassed and proud of our unique way of speaking English.
Solution
The TikTok concept was built around an anonymous Pirkka Hacks guy who shares the best hacks by showing them and introducing them as humorous pieces of content. The tonality embraces the stereotypical and celebrated Finnish character - straightforward and a bit awkward.
Implementation
The content was created to look like any real TikToker’s authentic clips made with the platform’s own tools without a high production value.
Even though the storytelling is light and entertaining, the content is based on the K-group’s sustainability themes and the tips for a more responsible everyday life. Our videos feature hacks for example on recycling, energy saving and food waste prevention. But then again they can show the strawberry guillotine or boyfriend made out of tights and newspaper - the quirkier the counterbalance, the merrier.
The stories around the hacks have developed by trial and error - theme, production and interaction wise. Same applies to the branding: we didn’t want to use conventional methods. Instead the logo was cameoed within the content, which made it fit the authentic concept – drawing it onto the street or recreating it using carrots.
The videos are following the structure that has been seen to work the best in this concept:
A quick dramatization of the problem with the question of “Do you ever think about…”.
The hack solving the problem. “Don’t you worry. Pirkka has a hack for you.”
Dramatization of the relievement and how easy life is with the hack Pretty clever, thank you Pirkka - as end phrase.
Even though all the steps are well planned, there has always been a bit of room for inspiration on the spot.
That has allowed us to not only have fun on the production phase, but it also represent the character and attitude of our Pirkka Hacks guy
All this trial, error and having fun meanwhile being cost-efficient has led us to the situation where we’ve been able to produce an amount of content that is rarely possible for brands. While being relevant to the concept, brand and the audience in each video published.
Results
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 were also able to build up an active community of 12 000 people, who adopted our way of speaking the rally English and showed their love with 185k likes, 7k comments and 7k shares in just six months.
We have reached 55 % of all 18-34 -year old TikTok users with our advertising during H2/2022.
Total time that our videos have been watched is
1 252 779 minutes which equals to
