K-Citymarket x HOPE ry — Back to School

What if you could get sports communities to tell your message to hundreds of thousands of Finns? At Sport Vertical, clubs do exactly that — in their own social channels, in their own voice.

In the Back to School campaign, K-Citymarket and HOPE ry wanted to highlight an important issue: not every child gets to start school with a backpack.

That is why the nationwide campaign was built around a warm idea of school memories — and a concrete act that helps: donate a new backpack to a child who needs one.

Starting point

The goal was to guide people to their nearest K-Citymarket and to donate a backpack at a HOPE ry collection point.

The clubs' own voice made the message relatable and easy to share.

Execution

The campaign was executed with the TGC model (team generated content).

18 sports clubs from across Finland created the content themselves based on a brief and published it in their own social channels.

The structure of the posts was simple and effective:

• A memory — a warm moment from their own first days at school
• A call to act — donate a new backpack and help a child start school with the same feeling

This gave the campaign an authentic, community-driven tone that fit a charity campaign perfectly.

Results

In a short time, the campaign achieved strong visibility across sports community channels and a record-breaking result:

The posts spread widely beyond the clubs' own audiences, which strengthened the reach of the message and brought extra visibility to the donations.

The campaign also showed that clubs are not just places to practise a sport. They are communities that reach a vast number of children, young people and families. When these communities speak up together about something important, the message spreads fast and activates the target audience effectively.

TGC (Team Generated Content) was also properly put to the test. Clubs and teams are happy to create content themselves, and Sport Vertical's model for doing this across a large number of communities worked excellently.

Impact

The sports communities told the message in their own voice — and it made people stop and take part.

During the campaign, 7,141 backpacks were donated to children from low-income families, making the Back to School season meaningful for both clubs and donors.

#repullinenkokemuksia

Posts from the campaign