Influencer marketing campaign was created around influencers who appeal to young people, and YouTube was chosen as the main channel. YouTube content supported TV advertising by reaching a younger audience and keeping them engaged with the content for a long time. We created a concept called ‘In Real Jobs’, where influencers went to work for a day at K-Market and created content for YouTube and Instagram from there.
“I had already been thinking about how I could talk concretely about bullying and discrimination to school classes, so that it would have a real impact. The core of a successful and popular YouTube video lies in its addictive and entertaining nature. A video that simply depicts someone giving a speech about school bullying is not entertaining and therefore needs an added twist. This campaign, and especially the “In real jobs” video, worked really well in collaboration with K-Market, and as a result, it became one of the most viewed videos on my channel in 2022.” – Roni Bäck, YouTuber
YouTube’s popularity among younger audiences makes it a powerful platform for reaching and engaging with this target group. By using influencers who are popular with young people, we were able to create content that resonated with the target audience and kept them interested for extended periods. By supporting TV advertising with YouTube content, the campaign was able to create a more comprehensive and integrated marketing strategy that maximized its impact on the target audience.
ROMI in influencer marketing has risen to the same level of effectiveness as established mass media channels (TV, radio). The results rose to the top of Finnish influencer marketing – and put an end to the discussion about the effectiveness of influencer marketing.