December 2024

Seasonal Campaign: Sustainable Gifts

Visuals for Sustainable gifts campaign on Meta

PROJECT CONTEXT

Each December, Good News from Finland highlights local companies advancing sustainability through design, innovation and circular practices. In 2024, the editorial team published a long-form article featuring five Finnish brands creating eco-friendly products suitable for holiday gifting. To amplify the story internationally, a social media campaign was launched to increase awareness, drive engagement and bring traffic to the article showcasing Finland’s sustainable offering. The campaign ran across Facebook and Instagram platforms in English and Chinese, supporting Good News from Finland’s dual-language content strategy and global target markets.

CHALLENGE

The challenge was to design a seasonal creative concept that felt festive, recognisably Finnish and aligned with sustainability without relying on conventional commercial advertising approaches. The campaign had to fulfill these objectives:

  • Promote Finnish sustainability in a competitive holiday advertising environment.
  • Reach audiences across eight regions with differing cultural contexts:
    Sweden, UK, Germany, US (English) and Taiwan, Hong Kong, Singapore (Chinese)
  • Adapt messaging and visuals for multiple markets while maintaining a cohesive brand.
  • Drive qualified traffic to a long-form editorial page.
  • Balance storytelling with performance to achieve a landing-page objective.

MY ROLE

  • Designed graphics, carousels and video slideshows using Adobe Suite and Meta’s creative tools.
  • Developed audience targeting and market segmentation for eight regions.
  • Built and launched all campaigns in Meta Ads Manager.
  • Implemented dynamic optimisation with AI-driven asset switching.
  • Performed daily optimisation and performance monitoring.
  • Independently managed campaign without agency support.
  • Collaborated with editors to align copy with the article’s tone of voice and SEO principles.
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APPROACH AND SOLUTION

The campaign combined editorial storytelling with performance-driven delivery.

Creative Strategy

  • A festive visual identity inspired by Finnish design aesthetics
  • Images, slideshows, carousel sequences and ad texts rotated to deliver greater personalisation.
  • Emphasis on eco-friendly, natural, ethical and responsible gifting.

Dynamic Delivery

Meta’s AI-driven dynamic ads format for real-time optimisation, improved targeting and cost-effectiveness. These were the dynamic ad elements:

  • Asset types
  • Headline variations
  • Ad text versions
  • Budget split between ad copies

Landing page destination was a curated Good News from Finland’s article featuring five sustainable Finnish brands across eco-friendly product categories.

RESULTS & IMPACT

Sustainable Gifts campaign delivered strong performance across all markets:

  • 157,000 impressions
  • 730 landing-page views
  • 7–11% CTR, which is significantly above Meta’s benchmark for link-click objectives
  • 31–53% landing page view rate indicating high-quality traffic
  • €0.60–€0.60 cost per landing-page view
  • 24,000 video plays from slideshow and carousel assets

The seasonal format strengthened international visibility for Finnish sustainable brands and demonstrated the effectiveness of dynamic creative optimisation in multi-market campaigns. Combined with SEO updates, the article gained higher organic visibility and became a pillar seasonal content.

Previous Project