PIRKKA HACKS
Category: Tuloksellisin kampanja
K-Group
Do you ever think about how much media budget is needed to get your videos watched 9,3 million times?
****€
💸
****€ 💸
**** = very little money
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
4,6 M impressions
200K unique users reached per month
750 K video view troughs
VTR (View through rate) 10%
TSR (Thumbstop Rate) 40%
Target group
18-34 -year old TikTok users in Finland.
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 tonality, personality and active community management of Pirkka Hacks guy has been the key to the high level of engagement within the content.
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.
12K fans in six months ⁉️
Total time that our videos have been watched is
1 252 779 minutes which equals to
2,4 years.
Video views in 6 months total is
