Facing something new – charity supported by 150 Finnish top artists

CLIENT

YEAR

SCOPE

Toivon Kärki ry

2020

Communications and media relations,
Strategic planning


Charity song called Uuden Edessä (“Facing Something New”) by two Finnish top musicians Lauri Tähkä and Timo Kiiskinen took off like a rocket with the support of more than 150 Finnish musicians.

Immediately on its release, the song became a huge topic of conversation both in the Finnish media and on social media – even Finnish President Sauli Niinistö praised the idea and implementation on his Twitter account. The aim of the campaign was to raise funds for the Finnish Red Cross Youth Shelters.

Overall, the amount of earned visibility was huge. The artists, the media, the Finnish Red Cross, record companies, Spotify, other actors in the music industry and, of course, Finns who fell in love with the new song enthusiastically shared it on social media.

Mellakka was involved in planning the campaign and was also responsible for communications and media relations.

Highlights

  1. Media coverage reached 3,439,074 readers, which is a remarkable number in a reasonably small country like Finland. On the first day, nearly a million Finns were reached. In its first week of release, the song climbed to number one on the Spotify Finland TOP 50 list.
Influencers, Social media and content production
Branch ambassador helps make Vichy a trusted brand
Consulting and coaching, Social media and content production, Strategic planning
Pediatric League has impact on hundreds of thousands of young people on TikTok
Communications and media relations, Events, Strategic planning
Sunrise Avenue – stadiums filled through international media visibility
Consulting and coaching, Events, Influencers
Pink ribbon message out through influencers – record results speak for themselves
Events, Influencers
Kalevala Koru’s Wedding of Ilmatar attracts attention to new wedding rings
Events, Influencers
A flying start to the running season with Saucony’s top shoes
Communications and media relations, Events, Influencers
Beyond Retro’s plan to conquer Finland breaks all-time sales record
Communications and media relations, Consulting and coaching, Events
An electric superbike that reaches an enormous amount media visibility around the world
Communications and media relations, Consulting and coaching, Events
Vegetarian meat craze boosts awareness of MeEat Food Tech
Influencers, Strategic planning
Combination of podcast production and influencer marketing blows up Myyrmanni documentary
Communications and media relations, Influencers, Strategic planning
One Year of Silence – a campaign that silenced radio stations
Communications and media relations, Events, Influencers
In honour of the power of stories – Storytel Awards Gala
Communications and media relations, Events, Influencers
Savonlinna Opera Festival – how to convey the magic to a new target audience?
Communications and media relations, Events, Influencers
Influencers provide Fjällräven with millions of views
Influencers, Services, Strategic planning
Valio’s touring recipe book gathered stories and raised emotions