Unilever wanted to strengthen the reputation of the Kingis ice cream brand and encourage young people to conduct acts of kindness in coherence with their slogan “Suurella sydämellä” (with a big heart).
How? Four famous Finnish Youtubers were chosen for the campaign to deliver four different outlooks for the brand message. Sita Salminen wanted to spread positivity by hiding post-it notes with sweet and encouraging messages, Mikirotta went to surprise his grandma, Mariieveronica had a touching chat about love and being loved with her siblings and Ilaripro made a surprise appearance at a junior football team training session. In addition to publishing a video on YouTube, each of the influencers deepened their narrative with two posts on Instagram and eight clips on Instagram Stories.
Boom! The YouTube videos gathered a great number of views way beyond the estimated reach, while being further supported by the Instagram activities. An estimated total of 1.3 million views were reached throughout the campaign. The audience was truly touched by the heartfelt encounters and genuine goodwill, filling the comment sections on YouTube with thoughts on both Kingis ice cream and the acts of kindness. The numbers are delightful and the ongoing process of spreading love – definitely priceless!