Koovee's local social channels were activated to grow awareness, website traffic and the Instagram audience for Sammalsoturit in Pirkanmaa. A single video generated 41,473 views and encouraged the audience to take the next step.
Background and objective
Sammalsoturit wanted to build awareness and demand in Pirkanmaa by using the trusted channels of a local sports club.
The objectives were to:
- reach potential customers in Pirkanmaa
- direct audiences to the Sammalsoturit website and Instagram profile
- turn interest into requests for a quote
- grow the Sammalsoturit Instagram audience
Koovee's followers received a concrete benefit: a €100 discount on moss removal when they mentioned the social media post in connection with their request for a quote.
The campaign also included a giveaway. People entered by following Sammalsoturit on Instagram. The giveaway brought new followers and additional traffic to the Sammalsoturit Instagram profile.
Campaign execution
The campaign was focused on one sports community in Pirkanmaa: the Tampere-based club Koovee. The campaign video was published in Koovee's Instagram and Facebook channels, with paid distribution used to strengthen its reach.
One piece of content combined three clear calls to action:
- follow Sammalsoturit on Instagram and enter the giveaway
- explore the Sammalsoturit services
- request a quote and mention the social post to receive a €100 discount
Publishing through Koovee's own channels gave the campaign a local, community-driven context. The follower benefit provided an immediate reason to act, while the giveaway extended the impact by growing the brand's own Instagram audience.
Campaign video
Results
The campaign combined strong local visibility with measurable traffic. A single piece of content generated 1,466 measured actions: 623 link clicks and 843 Instagram profile visits.
Website and profile traffic
- 623 link clicks
- 843 Instagram profile visits
- the giveaway grew the Sammalsoturit Instagram audience
Post reactions
- 45 likes
- 6 saves
- 25 shares
Impact
The campaign demonstrated that even one local sports community can deliver substantial visibility and measurable traffic.
- local targeting reached a relevant audience in Pirkanmaa
- the follower benefit connected visibility to a concrete request-for-quote mechanism
- the giveaway grew the brand's owned Instagram audience
- combining community content with paid distribution strengthened the campaign's reach
Summary
The collaboration between Sammalsoturit and Koovee showed how the channels of a single local sports community can be turned into an effective and measurable campaign. A clear follower benefit, an engaging giveaway and paid distribution converted visibility into website traffic, profile visits and a larger Instagram audience.