Cases 31.01.2025

The launch of Pirkka fan merchandise set the sales bells ringing

Brand development Marketing communications Brand Influencer marketing Social media

When it was time to start launching the Pirkka brand’s fan merchandise, it was clear that the young target group had to be approached in a way that interests them and distinguishes them – in the channels they already have. Well-known influencers were given free rein and the results speak for themselves!

The goal is to speak to the young target group in a distinctive and interesting way

The aim of the Pirkka Fan Products campaign was to increase awareness of the Pirkka brand among the younger audience and to sell the products throughout Finland. Pirkka’s challenge was to address the young target group of 15-34 in an interesting and distinctive way, because they wanted to also entertain with the content and brand.

The influencers’ content brought self-irony and humour to the campaign

The fan merchandise campaign was carried out in two parts in the autumn of 2024: first the teaser and then the “Hidden Pirkka” phase. TBWA planned the campaign concept. In the self-ironic and humorous content, the hero product was the most interesting of the products: sneakers.

Dagmar was looking for influencers who would gain great visibility in the target group and coordinated the influencer campaign that attracted attention.

Käärijä, Pinkkupinsku, Köpi Kallio, Carola and Chime were selected for the final collaboration. The selected influencer personalities were carefully briefed and given enough freedom to create content that looked like them for their own followers. A good briefing and the right kind of influencer personalities ensured versatile and follower-activating cooperation and wide reach.

Influencers challenged their followers to search the sneakers

“I was given the creative freedom to implement the content to suit me and the audience, and it also showed. The reaction was really positive and the gang was just as excited about the merchandise as I was. The campaign as a whole was really good and functional. The gang enjoyed and became interested!“, says “Pinkkupinsku” aka Pinja Sanaksenaho.

Käärijä´s content

The results speak for themselves

More than 50% of Pirkka sneakers were sold during the first week.
In about 2 months, all socks delivered to stores, including additional orders, were sold out.

The gross reach of collaborative posts on Instagram and TikTok was over 1.9 million organically. On average, almost 15 seconds were spent with interesting content.

During the entire campaign, the number of followers on the Pirkkatuotteet Instagram account increased by almost 60%.
During the campaign period, in addition to boosted influencer content and social media advertising, Pirkka had access to programme cooperation, K-store screens and visibility in its own channels.