Blog

MiradoreCrafting a winning in-bound B2B content marketing strategy

Challenge

As Miradore approached the year leading up to its tenth anniversary, the company needed a way to step beyond traditional AdWords keyword advertising to engage, entertain, grow and retain its user base and audience of IT professionals and managers. The entire IT world is shifting to variations of cloud services, from infrastructure built on shirink-wrapped software on in-house PCs. With a shift likewise happening towards new types of devices, Miradore needed their new Mobile Device Management solution to stand out. In the longer term, the company needs to show it has a vision of where the world is heading with the operational and security challenges of the Internet of Things.

Solution

We started working with Miradore to polish the writing on their web site with SEO goals in mind. We quickly shifted towards producing regular blog and newsletter content. We wanted to mix Miradore’s steady stream of product updates with readable, interesting and useful information for IT Managers, small business owners and interested enthusiasts to enjoy and share. Topics we’ve covered include bookmarkable lists of tech training resources, information security tips and conference talks, along with ongoing presentations of the benefits available to users of Miradore products. Further ground covered include press releases, native advertising in trade publications and customer interviews for case studies.

Outcome

Miradore has continued down a path of establishing their generous freemium Mobile Device Management offering in a highly competitive industry, often citing benefits like Finnish privacy protection and approachability. We’ve helped Miradore build up entirely new audiences and convert them to customers, while helping the company’s very customer-focused support and development teams stay in touch and get feedback from the field.

WhimCreating a brand for a revolutionary app

Challenge

MaaS Global enlisted us to take the Whim concept to the next level. We were not only challenged to help come up with the name, but to fine-tune the Whim brand and identity, too. They also asked us to promote the benefits of their amazing service to consumers, industry insiders, and investors – in Finland and internationally.

 

Solution

We started by creating copy for the app and its English and Finnish website, as well as a script for a video that showcases how the unique Whim service works. After that, we were able to start sharing the Whim story. We did this in a number of different ways, from blog posts to concept videos, articles, press releases, and presentations.

 

Outcome

Whim has now expanded beyond Helsinki to several international cities. The app has garnered numerous awards, including the coveted Design from Finland mark. As for getting the Whim word out there, we must say things have gone quite well – just have a look at these articles from The New York Times and The Economist!

Nokia ConversationsCreating a successful content strategy

Challenge

Nokia wanted to maintain and develop this community into a powerful group of advocates for their devices. They needed to do this by both celebrating technology and the people who used it creatively. Yet at the same time were looking to reach new people who weren’t using Nokia smartphones.

Solution

We worked with Nokia to relaunch the Connects blog in a way that would appeal to both their core audience and people totally unfamiliar with the company and its products. To do this, we created stories that, although technology flavoured, had a far wider appeal. We then promoted it in ways and on channels Nokia had never used before.

Outcome

The site’s unique visits more than doubled, from 90 thousand a month to 250 thousand a month. What’s more, many of these new visitors came from the US, a key market in which Nokia was eager to make an impact. In fact, the site was so successful that it was eventually given its own section on Nokia Conversations, helping to make it one of the world’s top five most-read corporate blogs.    

Very Finnish ProblemsCreating Finland's most popular social media brand

Challenge

We wanted an opportunity to practice what we preach. So, the challenge was simple: Could we create a social media brand about Finland, grow it, and maintain its popularity?

 

Solution

Our Creative Director and Co-founder, Joel Willans, used his unique social media experience and methodology to create a Facebook page that within a month had over 15 000 fans. By finding relevant audiences across different social platforms, he was able to build the community through organic shares and engagement and a continual refinement of content. This combination of creativity and data analysis had a dramatic effect.

 

Outcome

With over 1.2 million followers on 6 social channels, Very Finnish Problems now reaches an average of 10-15 million people, worldwide, every month making it Finland’s most successful viral brand. We’re now able to experiment with engagement and posts, get to know our audiences better, and dig deeper than ever into what truly works. What’s more, thanks to Joel’s best-selling book series and chart-topping podcast, Very Finnish Problems has now gone beyond social.

Visit TampereOrganically reaching 1.2 million people on social media

Challenge

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.

 

Solution

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.

 

Outcome

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.

The Microsoft Devices blogManaging a community and creating compelling content

Challenge

Nokia had an incredibly loyal following and tens of millions of fans across the globe. Microsoft’s challenge was to maintain and grow this passionate community while encouraging them to be advocates for the Windows Phone brand.

Solution

Building on years of experience of community management, we helped rebrand the new Microsoft Devices blog. This involved creating a unique series of stories, which celebrated passionate Lumia users in new and exciting ways.

Outcome

The blog proved invaluable in helping transform a passionate community of Nokia fans into a passionate community of Windows Phone fans. Our stories were shared more than ever before, read more than ever before and commented on more than ever before.

Moomin CharactersSuccessfully launching an iconic brand online

Challenge

The author of the Moomin series, Tove Jansson, and the stories themselves provided a wealth of material. The challenge was to create content that would engage old fans, yet appeal to people unfamiliar with Moomin and Tove, too.

Solution

We created a varied editorial schedule of stories, which showcased not just the characters and their author but also the culture, country and society that influenced Tove Jansson’s writing. We then promoted the stories on a wide variety of channels and in a wide variety of ways.

Outcome

The site went from 200 visitors a day to 3000 visitors a day and our most popular story was read by over 60 000 people from all over the world, hitting the front page of the social news site, Reddit. In three months, the blog reached over 270 000 people. Moomin now has a great place online for a thriving community of fans, new and old alike.