Starting point
It’s a fact that Finland needs more foreign labor. Unfortunately, companies lack the skills to recruit competent workers with a foreign background or their people in leading positions don’t know how lead diverse teams into success.
Playbook for a Diverse Work Community
With Pohjanmaa ELY Centre, TE Office and Business Finland, we made an influencer marketing campaign to strengthen the image of culturally diverse work communities and to lower the threshold to hire a non-Finnish-speaking employee from Finland or abroad. As the star of the campaign, we got Markku “Rive” Kanerva, the esteemed coach of the Finnish national football team, and a pioneer in diverse team building.
Insight highlights
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The subject of the campaign is contradictory
In the present polarized public discussion, ELY wants to strengthen the positive image of culturally diverse work communities.
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Not just any influencer
The selected influencer must be known outside the social bubbles and be able to speak about the subject from experience.
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There is an example of a successful diverse work community in Finland
The Finnish national football team “Huuhkajat” is well-know and widely liked.
How we did it
Output
We created a multi-channel campaign that takes the teachings of Markku “Rive” Kanerva, the head coach of Finland National Football Team, and implements them seamlessly to the business world.
How we spread the message
The campaign spread out in an omnichannel manner from digital touchpoints to radio advertizing.
Radio ad
Listen to the radio spot
“Our collaboration with Miltton was a very positive experience. They produced good creativity and excellent professionalism for us, using a communication campaign that excellently reached our audience. In addition, the professional team working on the project responded quickly to all changes and needs.”
Mirella Kivelä
Communications manager, Pohjanmaa ELY Centre
Miltton’s input
- Creative planning
- Copywriting
- Art Direction
- Video production
- Radio production
- Social media strategy and campaign execution
Want to hear more?
Contact our experts.
Markus Karlqvist
Senior creative strategist Miltton Finland +358 409 384 846 markus.karlqvist@miltton.com