At TBWA we monitor Finnish brands in social media in order to identify conventions, best practices and blind spots. We do this to find opportunities for growth for our clients as part of our Disruption® live service. This report looks at the data of 2015 together with some valuable insights, in short: 1. The size of a brand's fan base doesn't say much about the engagement with its content 2. Legacy media are the winners on all social channels (there are no Huffington Posts or Buzzfeeds here) 3. There are 3 roads to engagement: competitions, special occasions & brand love

1. 1
THE STATUS OF
FINNISH BRANDS
IN SOCIAL MEDIA
At TBWA we monitor Finnish brands in social media in
order to identify conventions, best practices and blind
spots. We do this to find opportunities for growth for our
clients as part of our Disruption®
live service.
This report looks at the data of 2015 together
with some valuable insights.

2. 2 250 0001 500 000750 0000
FOOD &
DRINK
GAMES
TOURISM
RETAIL
MEDIA
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2
SOCIAL
PLATFORMS
TOP 10 BRANDS
BY SOCIAL REACH
Brands that operate internationally and
communicate in English obviously
dominate the top 10, however there are
some local names with a significant
following.
Among Finnish brands, Nokia is in
its own league in social reach.
On an industry level, Food & Drink
dominates with brands like Fazer and
Valio. The Media category is perhaps the
most diverse with a varied spread across
differing social platforms.
FACEBOOK
FACEBOOK
INSTAGRAM
INSTAGRAM
TWITTER
TWITTER
TOP 5 INDUSTRIES
BY SOCIAL REACH
Facebook is the leading platform in Finland by far, with
a 68% coverage, or roughly 2,4 million Finns. Facebook’s sister
Instagram reaches 23% and Twitter follows with 18%.
Engagement on Twitter however is much lower than on
the other platforms (1% of all registered brand engagements).
750 000
SUPERCELL
POLAR ELECTRO
FINNAIR
JOUNIN KAUPPA
ILTA-SANOMAT
GIGANTTI
MARIMEKKO
SUUNTO
FAZER
PRISMA
500 000250 0000
68%
13.3M
23%
36.4K
18%
2M
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3. 3
TOP ENGAGING
BRANDS BY
PLATFORM
Top 5 Brands on Facebook
Top 5 Brands on Facebook (EXCLUDING MEDIA)
Media is clearly the predominant industry on
Facebook, with engagement levels far in excess of
the rest of the list. On Facebook Ilta-Sanomat and
Iltalehti alone generate a whopping 35% of all
brand engagements. They know what makes their
audience tick.
Suomen Poliisi is actually number 2 after
Jounin Kauppa, surely due to their
highly engaging use of Facebook to
provide a glimpse into their work.
Bayerncar achieved a respectable position
based solely on 2 posts - but they did give
away a new car!
The size of a brand does not dictate
the level of engagement, a fact clearly
demonstrated by looking at the registered
brand engagements per platform.
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20% Ilta-Sanomat
15% Iltalehti
13% Jounin Kauppa
4% HS.fi - Helsingin Sanomat
3% Yle Uutiset
13% Jounin Kauppa
2% Bayerncar Oy Seinäjoki
1% Lidl Suomi
1% Veikkaus
1% Gigantti
Suomen Poliisi
35%

4. 4
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19% Radio Suomipop
14% NRJ Finland
7% Marimekko
6% Radio Aalto
6% Gigantti
4% Xbox Suomi
4% Moomin
3% Iittala
13% @hsfi
12% @yleuutiset
7% @moominfinland
7% @nokia
7% @finnair
3% @fiskars_hq
3% @xboxsuomi
TOP ENGAGING
BRANDS PER
PLATFORM
Top 5 Brands on INSTAGRAM
Top 5 Brands on TWITTER
Radio stations are doing particularly well on
Instagram. Seemingly this is a perfect medium
to complement their entertainment with some
visuality. Including media, these 5 brands represent
more than half of all brand engagements.
Besides the current affairs media, gaming brands
Xbox and Playstation and IT brands Jolla and
F-Secure have a very engaged audience. Including
media, these 5 brands represent almost half of all
engagements.
MEDIA
52%

5. 5
WHAT WORKS
COMPETITIONS
OPPORTUNITY!
Without doubt competitions are the best way to
increase engagement levels. Finns apparently love
to win stuff. It’s not uncommon to see competition
posts outperform other content 10x. The absolute
king of this is Jounin Kauppa. Together with
Bayerncar they took it to another level, giving
away cash money and new cars. Other brands that
know exactly how to make the most of competitions
include Gigantti, Lidl, XXL and Intersport.
Use Winning Tactics
If you are considering doing
a competition, take a close look
at the tactics of the winning brands.
Excluding media content, let’s have
a look at which content generates
most engagement for brands.

6. 6
SPECIAL OCCASIONS
OPPORTUNITY!
Engagement levels on days like Valentines, Vappu or
New Year have shown how simple it can be to engage
on Facebook. Add a picture of a cute animal and you
are in with a fighting chance of people liking your content.
Create a Content Calendar
Not all brands seem to have a consistent
and relevant posting calendar. Make a
content calendar for the whole year
and mark significant days in it to give
you ample time to prepare content in
advance. This way it will make it easier
to engage with your audience on a
continuous basis.

7. 7
BRAND LOVE
OPPORTUNITY!
The third element is obviously harder to replicate
or implement. Iconic Finnish iconic brands such
as Fazer, Marimekko and Iittala can all count
on getting a lot of response, whatever they do.
However there are other ways to stand out.
Stand out
Some of the most successful social content includes simple posts like “what was
the weather like on the day you were born?”. There’s still a lot of room for brands to
stand out with entertaining content that people can easily share. We rarely see Finnish
brands engage in this manner. Let us not forget that social platforms represent a huge
opportunity to engage with a truly massive audience. With this in mind, always consider
using paid media to make your message hit home.

8. 8
STAY LIVE THROUGH
OUR DASHBOARD
WANT TO KNOW MORE? GIVE US A SHOUT
tbwa.fi/disruption-trends
Sources
Finnish reach: https://harto.wordpress.com/2015/10/22/sosiaalisen-median-kaytto-suomessa-ruotsissa-norjassa-ja-tanskassa-whatsapp-ja-
snapchat-kilpasilla/ The share of LinkedIn and their obvious focus on business related content is the reason we choose to focus our analysis
on Facebook, Instagram and Twitter. Google+ is more of a functional login to Youtube. WhatsApp and Snapchat closed networks. Pinterest is
interesting to follow, but the Finnish-specific data is very limited.
We collect and analyse public data using FanpageKarma. We follow 150+ Finnish brands and international brands with a Finnish social
presence. Engagement on Facebook is defined as likes, comments and shares, on Twitter retweets & likes and on Instagram likes &
comments. Counted brand engagements 2015: Facebook: 51.482.388 / Instagram: 18.735.399 / Twitter: 473.444
TBWA®
and Disruption®
are registered trademarks of TBWA Worldwide.
Jeroen van Hove
Chief Data Officer
jeroen.van.hove@tbwa.fi
+358 50 598 8071
Steve Brown
Content Director
steve.brown@tbwa.fi
+358 40 042 9128
Sami Tikkanen
CEO
sami.tikkanen@tbwa.fi
+358 40 581 1124

9. 1 Ilta-Sanomat
2 Iltalehti
3 Jounin Kauppa
4 HS.fi - Helsingin Sanomat
5 Yle Uutiset
6 MTV Uutiset
7 Suomen poliisi
8 Radio Nova
9 Bayerncar Oy Seinäjoki
10 Lidl Suomi
11 Veikkaus
12 Gigantti
13 XXL Sports & Outdoor
14 Tjäreborg
15 Radio Rock
1 Radio Suomipop
2 NRJ Finland
3 Marimekko
4 Radio Aalto
5 Gigantti
6 Xbox Suomi
7 Moomin
8 Iittala
9 Fazer
10 Aku Ankka -toimitus
11 Radio Rock
12 Cosmopolitan Finland
13 Suunto
14 Sampo Kaulanen
15 Radio Nova (Finland)
1 hsfi
2 yleuutiset
3 moominofficial
4 nokia
5 finnair
6 iltasanomat
7 KauppalehtiFi
8 iltalehti_fi
9 fiskars_hq
10 xboxsuomi
11 fsecure
12 op_ryhma
13 polarglobal
14 jollahq
15 rovio
APPENDIX
Top 15 Brands on Facebook BY ENGAGEMENT
Top 15 Brands on INSTAGRAM BY ENGAGEMENT
Top 15 Brands on TWITTER BY ENGAGEMENT
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