The original setup was that the Finnish public broadcasting company YLE could not efficiently reach its younger audience through its traditional nature content, such as nature documentaries and programs, because the viewing habits have changed—especially Instagram has conquered a big role in their lives. Particularly the segment of 15—35-year-old was challenging to reach.
Other built, created and curated the most active nature community in Finland for YLE from scratch.
Other created social media strategies for YLE so they could reach and engage an otherwise hard-to-reach audience on Instagram. The strategy was to create four major and engaging, picture-driven Instagram challenges to engage content creators and nature fans around Finland. Other developed and curated the most engaging nature media and community for YLE on Instagram.
Through the four seasonal picture challenges, we managed well to engage content creators and photographers all around Finland. We engaged and reached out efficiently to our primary target group: 15—35-year-old nature lovers in Finland. The engagement rate was more than 20%, and more than 246.000 images were created with the tag.
At the moment, the community is still very active and has 153k followers.