Visit Tampere wanted to bring more attention to a few of Tampere’s key draws: its proximity to the great outdoors and its unique sauna culture. They also wanted to focus on social media, and expand their reach on Facebook, Instagram and Twitter to engage a wider audience.
Because of Tampere’s close relationship with sauna — it is home to Finland’s oldest public sauna, after all — we decided to frame Tampere as the “Sauna Capital of the World.” Making use of video and photography assets from Visit Tampere’s own image bank, we created a video series for social media to emphasize this, along with the nearby wilderness and lakes. We then made sure that it got to the right audience by strategically posting on Very Finnish Problems Facebook, Twitter and Instagram.
The audience loved it! With our help, Visit Tampere’s social media statistics skyrocketed. On Facebook, the video campaign organically reached 770 310 people with over 496 498 views. On Twitter, they reached 301 180 people with 36 712 views. On Instagram, the campaign reached over 220 000 people, making the combined organic reach on all three social channels over 1.2 million. The videos also gained Tampere international press coverage and cemented Tampere’s reputation as the Sauna Capital of the World.