Posts by author: Joel Willans

Why Tieto should celebrate their Value for Life video going viral for all the wrong reasons

Going viral is the holy grail of digital marketing. The idea of hundreds of thousands or even millions of people organically viewing your stories sends us marketers dizzy with joy. Sadly, it’s notoriously difficult to achieve, especially in Finland with its small population. One criterion is to create your content in English, as we do for Very Finnish Problems and as Tieto, the Nordics’ largest software and service company did for their now notorious sing-song Value for Life video.

Reportedly produced for internal reasons, Value for Life is filled with good intentions and wonderfully obscure lyrics. There are “no options for duality” and “old is where we come”. Tieto also “take the ball to the build” and while I have no idea what that means, it’s certainly conjurors up an intriguing image. Yet despite its unusual lyrics, hit and miss singing and awkward style of production, reminiscent of an episode of British comedy classic The Office, Value for Life is a huge win for Tieto. Of course, the company themselves may not currently view it like that, but there are plenty of reasons for them to be cheerful.

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How to launch a super successful startup: exclusive tips from Wolt

It might be a disheartening fact that 90% of startups fail, but hey, that also means that 10% of them succeed. Finnish food delivery company Wolt, recently named by Wired as one of Europe’s hottest 100 startups, is currently riding high and looks to become one of the latter. “We’re getting double digit weekly growth and breaking our sales records every other day,” says Juhani Mykkänen, Wolt’s Co-founder. How did they do it and what advice do they have for other startups aiming to conquer the world? Here are Mykkänen’s top five tips.

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5 invaluable lessons Ink Tank Media’s viral stories teach about content marketing

Every company dreams of creating content and stories that go viral. At Ink Tank Media, we live that dream week after week. This is how we’ve created Finland’s most popular viral English-language Facebook page, Very Finnish Problems, which has an average organic reach of over 15 million per month. It’s also how we created Inktank.fi, Finland’s most read English-language blog, with an average of 500 thousand readers a month. Ten of our stories on inktank.fi have reached well over half a million people or even more. In fact, our top four stories combined have been read 8.1 million times worldwide, nearly double the population of Finland. Simply put, nobody else who practices content marketing in the Nordics can do what we do.

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