Challenge
Finland has a world-class education system but it's a small player when it comes to attracting postgraduate students. Finland University wanted to reach students who were thinking of going to the UK and were worried by Brexit. The aim was to show them there was another option.
Solution
I came up with a social media campaign called Finn for the Win, which pitted Finland against the UK on education. It covered study and the rest of student life too, such as food, travel and housing. The campaign ran for two months with videos, blog posts and social content that made both serious and playful comparisons.
Outcome
It was a winning formula. On the Very Finnish Problems channels and Finland University's own, the campaign organically reached over 2 million people worldwide. The best video, on the wonderfully weird ways Finnish universities make you feel special, reached 130,000 people. The best infographic, with five facts about the PhD sword and hat, reached over 140,000. The feedback was overwhelmingly positive and many people said they were interested in studying in Finland.
Thanks for the campaign. We are really happy with the results!
