Finnair
Infinite Ways to Enrich Lives
Globally, Finnair is a small player in aviation, but in Finland, it's a unique and leading airline. Traditionally, Finnair has been perceived as a premium carrier serving business and leisure travelers. However, in 2019, Finnair recognized the need to reach new, younger generations – millennials and Gen Z – who are the key customers of the future. The goal was to increase brand consideration and improve brand image within these target groups. A modern, long-term solution was needed to bring the brand closer to new customers and influence their travel decisions.
Pioneering Influencer Marketing in a Changing World
Our collaboration with Finnair began in 2019, and we have been their partner on this long-term customer journey since. Over the years, we have worked together to optimize the strategy, channel selection, and influencer collaborations in a changing world, including significant challenges such as the COVID-19 pandemic.
In 2019, we started with a thorough strategy workshop where we jointly defined Finnair's needs and goals. We conducted an extensive influencer mapping to find diverse experts from various fields, including travel, gastronomy, photography, and lifestyle. We carefully selected dozens of influencers to build continuous, meaningful collaborations. The goal was not just a single campaign but to build a long-term relationship with the influencers and their audiences.
Results and Continuous Development
Over the years, we have continuously refined our approach by evolving the strategy, sharpening the influencer roster, and optimizing our efforts based on performance and learning.
Our collaboration has successfully reached tens of millions of people and engaged them, bringing the people closer to the Finnair brand, demonstrating the immense power of long-term influencer marketing. Brand consideration and preference have grown significantly among millennials and Gen Z, proving the effectiveness of the chosen strategy.
In addition, the high-quality, authentic content created by influencers, such as photos, videos, and stories, has provided Finnair with valuable material for its own marketing efforts. Our collaboration continues, and we are committed to supporting Finnair in its goals of reaching current and future air travelers.
