YTK
MINUSSA ON MAHDOLLISUUKSIA
There is potential in me
Context
After launching the “Minussa on mahdollisuuksia” concept », we continued it through real stories. The job was to deepen the idea, build the brand and bring in new members. The audience was broad, but younger adults mattered especially: they were more likely to join and valuable for YTK in the long run.
Approach
We built the campaign around five real Potential Stories. Instead of talking about working life in general, we showed real people and what they wanted to do with their potential. The stories made security, change and working life feel closer, without sounding like an institution.
Execution
The campaign included five Potential Stories, films, stills, a campaign site, paid social, online video, display, search, retargeting, YTK’s own channels and media work. Some parts drove people to the campaign site. Others drove directly to the membership page.
Outcome & Role
The stories made “Minussa on mahdollisuuksia” more personal and easier to relate to.
Facebook and Instagram reached almost 500,000 people, and online video reached a 74.17% view rate. Website visits grew by 23% compared with 2018. In September, visits were up 33%. Membership applications grew by 12% during the campaign period.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production
Concept and campaign made together with my copywriter partner.
Membership applications grew by 12% during the campaign compared with 2018. In September, applications were up 9% compared with 2018.
Website visits grew by 23% during the campaign compared with 2018. In September, visits were up 33% compared with 2018.
