Banking and finances have traditionally been a bit off the minds of the younger people. Also the pieces of content on the web not very often speak a language that the young can relate to. Together with Finnish bank S-Pankki and D11 we created a set of different videos using for example YouTube and Instagram talents to give the messages a positive vibe. S-Pankki wanted to show, that they talk the same language with their target group.
As part of the digital strategy, existing audiences were a natural choice to talk to. So, we partnered for example with vlogger Mariieveronica (over 100K YouTube subscribers) and nature photographer Konsta Punkka (over 360K followers on Instagram), whose fan bases include possible future customers for S-Pankki. Besides the talent based content, we also produced a bunch of infographic and how-to videos to open up important topics.
Be sure to subscribe and follow those talents as they truly are cool people.
If you have a cooking show, there’d better be some serious cooking involved! Lidl approached KLOK to produce an original series of cooking battles between two celebrity chefs. Since the show is created for the web, traditional TV show lengths and programming habits could be put aside and the focus is solely on the battle and the never-ending list of delicious dishes.
Tent-pole programming, which is an important thing for online video creators, has had a big role in the content of the series. The episodes are formed around seasonal cooking, ingredients and events. To be authentic, it has been important not to over-emphasize product labels used in the show. The ingredients themselves are the most important thing and we believe that the viewers are clever enough to see the connection to the client. This is a very bold move from Lidl and it shows that they want to create a deeper connection to their audience.
The show’s episodes are published on Lidl’s YouTube channel and on their Facebook page, and different competitions with special prizes have been connected to it. On Facebook, the series has had over 1,5 million views this far and there’s more to come!