Spring 2024

Campaign: Happiness is good for business

Visuals from 'Happiness is good for business' social media campaign 2024.

PROJECT CONTEXT

Year after year, Finland has topped the World Happiness Report. This offered a recurring opportunity to strengthen its reputation among global audiences and highlight things that drive innovation and business success.

CHALLENGE

In 2024, there was a growing need for a more dynamic storytelling approach. While the “world’s happiest country” message remained powerful, relying solely on sharing long-form written content and amplifying it with paid marketing risked stagnating engagement over time. Finland’s commercial country brand team was longing for a refreshed and emotionally engaging campaign to sustain audience interest and strengthen international message.

MY ROLE

As the in-house lead for paid media, I designed and implemented a cross-channel video-first advertising strategy across Facebook and LinkedIn. The campaign ran during a three-week period in May 2024.

    • Developed a multi-market campaign plan for selected countries from EMEA, APAC and NA markets. 
    • Collaborated with the content team to integrate organic storytelling with paid distribution.
    • Conducted A/B testing to optimise creative delivery, audience segments and bidding strategies.
    • Monitored and optimised performance using Meta Ads Manager, LinkedIn Campaign Manager, GA4 and Meltwater analytics.
    • Reported performance insights and recommendations to inform future Happiness campaigns.

APPROACH AND SOLUTION

To build emotional connection and renew audience interest, the 2024 campaign focused on personal video stories of well-known Finns – artists, innovators and entrepreneurs – showcasing values of trust and perseverance.

The campaign included:

    • Awareness phase – promoting previous year’s long-form article about Finland’s happiness ranking to warm up the audience.
    • Video storytelling phase – a 3-5 min long collection of interviews distributed across Facebook and LinkedIn targeting business decision-makers, international talent and expats globally.
    • A/B testing and optimisation – parallel running campaigns optimised targeting and  creative approach while maintaining low costs.

RESULTS & IMPACT

  • Facebook campaign: 298,000 impressions, 226,260 reach and 208,000 video through-plays at €0.002 per play.
  • On LinkedIn: 14,000 impressions, 8 850 video views and 63% view rate – above LinkedIn benchmark of 25-60% – at €0.07 per view.
  • Overall results: +140% social media reach and 111% link clicks YoY.
  • The renewed creative strategy helped to strengthen Finland’s reputation as a trusted, innovative and human-centered nation for work and business.
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