Social media helps break records for the Helsinki Christmas Market

CLIENT

YEAR

SCOPE

Tuomaan markkinat

2020–2023

Events,
Social media and content production

Mellakka has worked with Helsinki Christmas Market since 2020. Following the pandemic years, the seasonal event set records both in terms of visitor numbers and social media visibility.

Mellakan ja sittemmin taas kotikentälleen palanneiden Tuomaan Markkinoiden yhteistyö vuonna 2020 alkoi kuten moni muukin asia koronapandemian aikaan – peruutuksella.

Even though the event could not be organised live as usual, the client still wanted it to take place within the framework allowed by the pandemic. The new plans were set in motion in record time, the event went online, and Mellakka guided visitors to the virtual version of the Helsinki Christmas Market.

The following year’s event was also held partly under exceptional circumstances, as the Christmas market was held at the Helsinki Market Square observing safe distancing. In 2022, the Mellakka team was finally able to really channel their inner Christmas fans, as the Helsinki Christmas Market finally returned to its traditional location at Helsinki Senate Square in all its glory. And sure enough, the market broke its visitor record!

The focus on Instagram paid off, as almost a thousand new followers found their way to the channel and wonderful mood photos were shared using the event’s hashtag. In 2022, Mellakka planned and implemented a Reels video series for the Helsinki Christmas Market’s Instagram for the first time. The four videos, which were tailored to different target groups, helped reach a huge new audience.

Highlights

  1. In 2022, Helsinki Christmas Market gained almost a thousand new followers on Instagram.
  2. The Instagram Reels series designed and implemented by Mellakka attracted around 170,000 views. 
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