My presentation from Twitter's #HelloFinland seminar in Helsinki 24th of February 2015. Cases include Apetina Somekokki and Huawei Twitter League. Case video links (in English): Apetina Somekokki: https://vimeo.com/117594122 Huawei Twitter League: https://vimeo.com/117595393 Huawei Twitter League on YLE Efter Nio: https://vimeo.com/120378216

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REASONS TO
GET EXCITED
ABOUT TWITTER

2. Hi, my name is @esapeltonen,
I’m a Creative Strategist
@IsobarFinland #hellofinland

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BORN
2003
AROUND
20
INTERNATIONALLY
3000
36MARKETS
PARTOF
PEOPLEIN
FINLAND

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WE GET OUR KICKS FROM
CREATIVE DATA DRIVEN
MULTICHANNEL MARKETING,
SOCIAL MEDIA AND
INNOVATIVE TECHNICAL
SOLUTIONS.

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IT’S A UNIQUELY OPEN SOCIAL MEDIA.

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IT’S UNIQUELY CURRENT.

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IT’S THE MEDIA FOR INFLUENCING PUBLIC OPINION.

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78% OF JOURNALISTS USE SOCIAL MEDIA TO SEARCH
FOR BREAKING NEWS, AND TWITTER IS ONE OF THEIR
MOST IMPORTANT TOOLS FOR DOING SO.
(Washington Post)

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ON TWITTER WE’RE NOT EQUAL.
Alexander Stubb and Tuomas Enbuske tweeting.
(Lehtikuva/Mikko Stig)

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APETINA #SOMEKOKKI
2014
+
Case

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©
Isobar
Finland
TWO TARGETS
INCREASE
BRAND PREFERENCE
COMMUNICATE THAT
APETINA CAN GIVE
A GREAT TWIST TO
ALMOST ANY
TYPE OF FOOD.

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©
Isobar
Finland
CASUAL
CREATIVE
COOKS

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©
Isobar
Finland
See the case video:
https://vimeo.com/117594122

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©
Isobar
Finland
TWITTER
CAMPAIGN
SITE
INSTAGRAM
FACEBOOK
BLOGS
PR
YOUTUBE
DISPLAY RADIO SAMPLING

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©
Isobar
Finland
#SOMEKOKKI CAMPAIGN STATISTICS
12million
over
Potential
impressions
on Twitter
137000
over
Visitors
to campaign
site exceeded
800tweets
over
#somekokki
hashtag
was used in

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©
Isobar
Finland
GROWTH IN BRAND ATTRIBUTES*
*MillwardBrown
50%
Brand top of mind
increased
Brand loyalty
grew
48%
Preference
increased
13%

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©
Isobar
Finland
SALES GROWTH
5%
Apetina
market share
grew by
8,5%
Apetina sales
grew in volume
2013 vs. 2014

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©
Isobar
Finland
KEYS TO SUCCESS
ENGAGING
BACK STORY
THE RIGHT
AMBASSADORS
FREEDOM OF
EXPRESSION

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#HUAWEITWITTERLIIGA
Case
The Most Talked About New Sport of the Year is Twitter

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©
Isobar
Finland
THREE GOALS
INCREASE
AWARENESS
IMPROVE
PRICE/QUALITY
IMAGE
LAUNCH THE NEW
MATE7 SMARTPHONE

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©
Isobar
Finland

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©
Isobar
Finland
TARGET GROUP INSIGHTS
THEY ACTIVELY
FOLLOW OPINION
LEADERS
THEY WANT TO
SHOW OFF THEIR
KNOW-HOW
THEY ARE
EXTREMELY
COMPETITIVE
– THEY LOVE
GAMING
(Source: Dentsu Aegis Network CCS study 2014)

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©
Isobar
Finland
See the case video:
https://vimeo.com/117595393

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©
Isobar
Finland
#HUAWEITWITTERLIIGA IN A NUTSHELL
World’s first fantasy league that lets you create and
manage a team of top Twitter influencers in the country.
Create a team from 100 top Twitter influencers
in the country.
Influencers include for example politicians
(Alexander Stubb, Jyrki Katainen), musicians
(Petri Nygård, Michael Monroe) and business leaders
(Peter Vesterbacka, Pauli Aalto-Setälä, Ville Tolvanen).

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©
Isobar
Finland
#HUAWEITWITTERLIIGA STATISTICS
1500
over
Total
tweets
29
TOP 100
influencers that have
promoted the game
%
6,2
Potential
Twitter
impressions
over
million
+210%
over target

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©
Isobar
Finland
ESTIMATED TWITTER FREQUENCY
15,6

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©
Isobar
Finland
#HUAWEITWITTERLIIGA STATISTICS
25000
over
Visits to
the site
70
over
Total time spent
with the game
1468
Total people
registered
days
+30% over
target
+53% over
target

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©
Isobar
Finland
BOUGHT MEDIA BUDGET ONLY
15000 €

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©
Isobar
Finland

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©
Isobar
Finland
Huawei Twitter League on YLE Efter Nio:
https://vimeo.com/120378216

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©
Isobar
Finland
KEYS TO SUCCESS
UNIQUENESS GAMIFICATION
ENGAGING THE
INFLUENCERS

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©
Isobar
Finland
THREE THINGS TO CONSIDER WHEN USING TWITTER
“UNDERSTAND
THE STRUCTURE”
“EMBRACE
THE CULTURE”
“LEAVE SOME
MEAT ON
THE BONE”

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©
Isobar
Finland
THANK YOU!
@esapeltonen @IsobarFinland #HelloFinland