Helsinki Partners

Helsinki Partners needed a fresh approach to develop a video campaign concept. Despite the decreasing resources, content demands are continuously growing – not to mention the fierce competition for attention between Finnish cities. We saw the size of the challenge, but also huge potential: a creative and impactful concept so agile that it would allow maximum content production within the limited resources. To achieve it, it was vital to create a process that would guarantee continuous visibility and ongoing activation of key target audiences.

As a result, we built a permanent “listicle production engine” for Helsinki Partners: a detailed process for video production, guidelines, planning templates, and ready-made elements that would giveall the productions much-desired cost efficiency without sacrificing quality. Based on the new guidelines, we produced a pilot series of 30 listicle videos for the MyHelsinki website, each showcasingsome of the best sides and possibilities of Helsinki.

All 30 videos were filmed over the course of three days by a single person, following the created structure and production workflow. Fast production ensured that the results felt spontaneous and stood out from the endless stream of online video. The results? Just excellent. Individual videos have gathered huge engagement and comments from the target audiences, and traffic to the MyHelsinki website keeps growing.

The new video production process ensures efficient use of resources, offers all the tools to build impactful content without compromising the consistency of the Helsinki Partners brand, and creates measurable value well into the future.