Kokoomus wanted to create content that displays politicians and elections in an unusual way during the parliamentary elections. The goal was to create an entertaining yet informative content package that would strengthen Petteri Orpo’s personal brand and the party political position of Kokoomus.
How? Together with Kokoomus, Troot and Rabbit Films created a five-part short film series called “Petterin jäljillä”. The series tracked the life of Petteri Orpo, the president of the political party, during the last election weeks before the parliamentary elections in 2019. The idea was to humanize the politician as a person and bring out the personality behind work. On the basis of the creative concept, Troot built a distribution and publishing plan as well as a paid media plan. The video series were led and presented by a host, actor Tero Tiittanen.
Boom! The reach of the desired target group was excellent. The trailer and episodes of the series were embedded on the Petterin jäljillä -page, where people were also led through advertising. In addition, the trailer and episodes were promoted to a chosen target audience on YouTube. Through advertising a huge amount of 1,354,532 people were reached, totaling up 903,103 views of videos and 15,445 clicks that led to the page. In addition to spreading out the video content, the goal was to make visitors more familiar with the candidates of Kokoomus in their own constituency, which was also successful.