The happiest Person in the World
The campaign won gold at the Finnish Municipal Marketing Championship in 2022.
As it is stated in the strategy of the city of Vaasa, Vaasa is aiming to be the happiest city in the happiest country of the world. The Vaasa region aims to tempt more residents and to alleviate the acute labor shortage in the region. This campaign wanted to tell about the opportunities offered by the Vaasa region in a genuine and honest way.
The happiest person in the world
Locals adopted the idea
As many as 115 candidates registered or were announced as the candidate for the happiest in the world. Three finalists were selected from among them under the leadership of Professor Emeritus Markku Ojanen.
Meaningful content
With the help of genuine and meaningful content, we were able to communicate to Finns that the elements of happiness are not secrets - and that they can all be found in Vaasa. The campaign's portrait videos were viewed approximately 60,500 times in total. In social media, the City of Vaasa's own content was reacted to 6,300 times during the campaign.
There were 58 local and national media hits. 90% of them were positive in tone. Earned media potentially reached more than 3 million Finns.
Conversion in Social Media
In social media, the City of Vaasa's own content was reacted to 6,300 times during the campaign. More than 18,000 reactions were collected on Maria Veitola's Instagram profile. Commenting on the campaign was really positive, and the contents inspired many people from Vaasa and people from Vaasa to share and enjoy the content on their own channels.
My role
Brand Management, Project Management, Stakeholder Relations, Context Production, PR, Reporting Results.
