A New Social Strategy Sparked
an Organic Wildfire

Starting Point

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Strategy

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Insight

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Starting Point ↓ Strategy ↓ Insight ↓

Young festival audiences live on social media and experience the festival there too. We revamped the social media strategy of Ruisrock, Finland’s largest festival, to better engage and reach 18–34-year-old festival-goers.

Ruisrock’s TikTok and Instagram ignited such intense engagement that on the festival’s final day, Meta temporarily restricted the Instagram account after mistaking it for a bot.

Starting Point

Ruisrock is Finland’s largest and most iconic festival and aims to stay that way. A key part of its success is continuously attracting new generations, which requires constant renewal.

Social media formats, platforms, and consumption habits evolve rapidly. To keep up, Ruisrock needed a clearer channel and content strategy to reach its target audience and engage over 100,000 attendees ensuring they return in the future.

Insight

Ruisrock’s core audience is aged 18–34. To resonate with them especially the highly demanding 18–24 segment that quickly adopts new trends the festival’s social media needed to feel authentic. It couldn’t feel like “boomers trying to talk to young people.”

Social media is Ruisrock’s most important communication and marketing channel, active year-round. Content needed to inspire people to attend the festival, drive ticket sales and engage those who had already bought tickets

During the festival, social media also had to serve attendees in real time, communicate about sustainability, safety and festival etiquette, and create a strong emotional pull to return the following summer.

A major festival’s social media is a community and strengthening that sense of belonging was key.

Crowd of people at a festival with tents in the background, some holding drinks and enjoying music, during sunset.
Crowd at outdoor concert with stage, fireworks, and bright lights at night.

Creative Solution

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Creative Solution ↓

We developed a new channel and content strategy for Ruisrock, where based on the target audience’s media consumption habits and discussions with the youth-based Ruissi panel TikTok and Instagram Reels were identified as the primary channels.

Content for these channels was then created more deliberately not only on the platforms’ terms, but on the audience’s terms. Through continuous testing, optimization, and real-time responsiveness, leveraging both new and best-performing platform features.

The plan was divided into two phases: pre-event and during-event content. Festival artists and influencers were closely involved in the content creation process.

Solution

A large outdoor concert with a stage, colorful lighting, and smoke effects. Audience members are dancing and enjoying the performance.
Two women wearing pink dresses and glasses kissing at an outdoor event with people in the background.

Execution

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Execution ↓

For the event phase, influencers were brought on board who not only represent the festival’s target audience themselves, but also resonate strongly with it.

A collage of three sections showing social media influencers. The first section with six influencers labeled in Finnish as 'Six influencers as content creators.' The second section with 45 influencers labeled as 'Forty-five collaborators and committed influencers.' The third section with hundreds of influencers labeled as 'Hundreds of influencers accredited.' Each section contains various portraits of people, mostly young, in different outfits and settings, some smiling, posing, or using devices.

During the festival, Instagram photography was handled by Janita Autio, with Arttu Mustonen, Johanna Puhakka, and Mikael Renwall hosting Instagram Stories. TikTok content was created by Daniel Ahola and Nelli Orell.

Reach was further amplified by inviting “super influencers,” who created festival content for their own channels without compensation. Additional visibility came from over a hundred accredited influencers at the festival, for whom we built a dedicated backstage area on-site.

Naturally, we also leveraged performing artists making the most of Antti Tuisku’s final show before, during, and after the event.

Execution

Ruisrock’s Social Media Presence

Below are a few examples of how effectively the target audience was reached and engaged, as well as how well the strengths of different social media channels were leveraged.

  • Woman standing in a pink-tiled room with retro decor, wearing a black T-shirt dress with graphic print, sunglasses, and green rain boots, surrounded by colorful clothing and a pink table.
  • A man standing on the edge of a swimming pool overlooking a scenic landscape with mountains and a lake, wearing a white t-shirt with blue graphic design, denim shorts, white socks, sunglasses, and a beige cap, with outdoor furniture and cushions in the background.
A person with dark skin, long wavy hair, and a bold makeup look wearing a metallic gold top with circular straps and white wide-leg pants with fur trim at the bottom, standing next to a white picket fence and several people behind them at an outdoor
A woman standing on the beach near the water with a large red and blue boat background. She is wearing baggy brown pants, a black top, a vest, and sunglasses, while holding her hands near her neck.
A male performer on stage wearing a black mesh shirt, light-colored pants with graphic patches, sunglasses, and jewelry, holding a microphone in one hand, with stage lights overhead.
Two young women standing on a beach near water, dressed in trendy streetwear with bold colors and patterns, wearing sunglasses and posing with their hands adjusting their sunglasses.
A crowd of excited people, mostly young women, at a concert or festival, cheering and enjoying live music. Some are holding phones and taking pictures or videos.
A woman in athletic wear and a white jacket standing in front of a small black wooden shed with a sign that says "Sauna," with overlapping tree branches and leaves in the background, and various bottles on a small table in the foreground.
A performer on stage wearing a colorful futuristic costume, holding a microphone, with backup dancers in the background and stage lighting creating a warm orange glow.
An elderly man and woman sharing a tender moment at an event, with the man kissing the woman's forehead while she smiles, holding a conference booklet.
A person performing on stage at an outdoor music event, wearing sunglasses, a black bucket hat, a black jacket with white stripes, holding a microphone, with smoke and stage equipment in the background.
Concert stage with bright lights, a large screen displaying a person playing guitar, and a crowd watching.
Two women sitting outdoors at a music festival, smiling at the camera. The woman on the left has long, wavy brown hair, wearing sunglasses, a denim jacket, and an orange necklace. The woman on the right has short, wavy blonde hair, wearing sunglasses
Crowd at an outdoor concert with a stage, large screens, and a blue sky with clouds. Many people are taking photos and wearing summer clothes, and pink heart emojis are floating in the sky.
A person sitting at a table with tarot cards, crystals, and jewelry, with an ornate embroidered cloth, on a balcony or patio with a decorative white railing and mesh screen.
A person wearing a black hat with rhinestones and tassels, a black leather jacket, and a silver necklace, taking a selfie outdoors near a fairground with rides and tents in the background.
Two men taking a mirror selfie at an outdoor event, with other people in white clothing in the background, and temporary stage structures above them.
Group of young adults smiling and wearing sunglasses, gathered indoors for a photo. A woman is kneeling in front, and others are standing behind her. The text overlay says 'Ruisrock päivä kaks leggoo'.
A woman walking outdoors in a park with hammocks hanging in the background. She is wearing black sunglasses, a black t-shirt, a black jacket, and a black skirt. The sunlight filters through green leafy trees overhead.
People dancing on a pink stage at an outdoor event, with a DJ booth and women wearing colorful outfits, some holding fans. Decorations include silver reflective balls and floral designs.
Two young men standing in front of a pink and orange dance festival banner at dusk, with a large crowd and festival tents in the background.
Large crowd of people attending an outdoor concert or festival during sunset, with a massive stage fire and flames erupting from the stage.
Group of people at a protest with graffiti on a wall in the background, some wearing masks and black T-shirts with political messages, others holding smartphones, in a setting with smoke or fog.
Person sitting indoors wearing an LED mask with a face design, holding the mask in front of their face. A video call is visible on the top right corner with another person looking surprised.
Group of young adults sitting in a tent at an outdoor gathering, with some standing in the background, and a cactus in the middle background.
A person holding a red cocktail with ice cubes and lemon slices, sitting outdoors with a person's legs and shoes visible in the background, and a blanket. The image contains overlaid text in Finnish about enjoying drinks and sweets.
Two women sitting in a car, one with eyes closed and smiling, the other smiling with earrings, holding her hand near her face, with buildings and trees visible in the background during daytime.
A woman with blonde hair sitting outdoors at a festival or fair, holding a decorative fan. She is smiling with her eyes closed, wearing a black strapless top and sunglasses on her head. There are tents and people in the background, and the sky is blu
A person walking in front of a large outdoor concert stage during the day, with a crowd of people around. The person is wearing sunglasses, a hat, a sleeveless jacket, and unevenly patterned tights or socks.
Person taking a mirror selfie in a bathroom, wearing a black bandana with white patterns, black sleeveless shirt, and beige cargo pants. The bathroom has white tiled walls and a shower with a handheld showerhead. There are two rolls of toilet paper o
A small, blue and white outdoor structure at a fair or event, featuring a clothing rack with black hoodies and the interior decorated with a large black backdrop with white text that reads 'VAA,' along with the New York Yankees logo caps and some sma
A woman with long, curly platinum blonde hair wearing reflective futuristic goggles, a sheer black top, and chain accessories, taking a selfie indoors with a kitchen in the background.
A woman dressed as a fairy or fantasy character in a bright orange dress with fairy wings, surrounded by colorful flowers and botanical decor.
Two young women dressed in colorful, trendy festival outfits stand close together at an outdoor music festival. The woman on the left wears a light blue crop top with matching lace pants, and the woman on the right wears a floral patchwork skirt with
A young woman with long blonde hair wearing sunglasses, a black leather jacket, and ripped denim shorts, standing on a grassy field at an outdoor event or festival, with tents and a crowd in the background under a partly cloudy sky.
A young man with blonde hair and tattoos, wearing a black T-shirt and black pants, standing outdoors at a music festival. He has sunglasses on his head and is striking a pose with one hand touching his face. There are tents and a stage in the backgro
A young couple laughing and hugging at the outdoor Ruisrock Festival during sunset. The woman is wearing a beige top and white cargo pants, and the man is in sunglasses, a light-colored shirt, and light-colored pants. There are festival attendees and
A young woman smiling and posing at a music festival or outdoor event, sitting on a pink stage or platform with a DJ booth and colorful decorations in the background.
A young woman with brown hair styled in two braids, wearing a floral corset top and matching skirt, standing outdoors on a wooden deck, with a beige wall and window in the background, bathed in sunlight.
A woman wearing a denim jacket, jeans, and a baseball cap stands in front of a pink wall with orange geometric shapes and string lights at the Ruisrock Festival. She has a black crossbody bag and is looking to the side.
A woman with blonde curly hair, wearing sunglasses, a black lace crop top over a white tank top, white knee-length shorts, striped socks, and sneakers, standing outdoors at a music festival or concert with a stage and DJ setup in the background, and
A concert stage with fireworks and large LED screens at Sitasalminen Ruisrock Festival, with a crowd watching.
Man standing against a pink wall decorated with orange geometric shapes and blue outlines, wearing black sleeveless shirt, black pants, white sneakers, a yellow sweater tied around his shoulders, sunglasses, and a black beanie.
Group of young people at an outdoor party, with one person in a black T-shirt and sunglasses kicking towards the camera, holding a wine glass and a bottle, others dancing and socializing in the background under daylight.
Group of five women smiling and posing together at an outdoor music festival, with a crowd and blue sky in the background.
Two women in black outfits and boots, standing in front of a stage structure at Ruissrock Festival. One woman has blonde hair and sunglasses, while the other has brown hair and is holding her ponytail.
Person holding a futuristic LED mask with blue lights, wearing a shirt with orange slices, sitting on a couch with patterned pillows.
A woman standing among vibrant pink flowers on a balcony, wearing a butterfly-embellished black top, peach-colored skirt, and a large pink bow headband. She has tattoos on her arms and is posing with her arms raised, her eyes closed.
Two men standing outdoors with trees in the background, one wearing sunglasses and a colorful Hawaiian shirt, holding a Coca-Cola can, and the other wearing a white shirt, holding sunglasses and a water bottle.
A woman walking outdoors with blonde curly hair, wearing sunglasses, a black leather jacket, a black mesh top, and a patterned skirt, during dusk.
Two people standing outside on a wooden deck under a roof, with trees in the background. The person on the left is wearing a black sleeveless top, black pants, and sandals. The person on the right is wearing a white dress with long sleeves. They are
Two women, one in a shiny green dress and the other in an orange outfit, standing in a room with a plant and a bottle of Fanta on the counter.
A woman with long hair and glasses walking at an outdoor event with a crowd of people around her. Seagulls flying in a cloudy sky during sunset.
A woman dressed as a fairy or butterfly in a bright orange, bejeweled mini dress with fairy wings, standing on a wooden porch surrounded by colorful flowers and plants, blowing a kiss.
Three people standing outdoors, smiling, with trees and a fence in the background.
Two women dressed as fairies, one in an orange dress with blonde hair and the other in a pink dress with brown hair and red sunglasses, standing indoors.
Three women walking at an outdoor festival, dressed in colorful and fashionable outfits, with fairy wings accessories, under cloudy skies.

Results

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Results ↓

In July alone, Ruisrock reached 1.4 million unique users organically on TikTok. At the time, TikTok had 1.42 million users aged 18+ in Finland. Content produced by “super influencers” on TikTok generated 1.1 million views.

The audience also turned things up a notch: on TikTok, the hashtag #ruisrock generated nearly 99 million views, while #ruisrock2023 reached close to 33 million.

On Instagram, Ruisrock reached 1.2 million people organically in July 2023, generating over 16 million impressions – three times more than the previous year. According to Meta, the level of activity and engagement in such a short period was so unusual that Ruisrock’s Instagram account was temporarily suspended during the festival after being flagged as a bot.

Most importantly, all tickets for Ruisrock 2023 were sold out before the gates even opened.

Results

Saimme tulokseksi heinäkuussa 2023 (orgaanisesti)

132 000 000

Hashtag views (TikTok)

18 500 000

Impressions (Instagram & TikTok)

1,2 milj.

Reach (Instagram)

4 600

Saves

99 milj.

Views #ruisrock (TikTok)

1,4 milj.

Reach (TikToki)

3 500

Shares (Instagram & TikTok)

33 milj.

Views #ruisrock2023 (TikTok)

401 000

Likes (Instagram & TikTok)

8 300

New Followers
(Instagram & TikTok)

3/3

Sold-Out Days

9 200

Comments (Instagram & TikTok)

105 000

Festival Attendees

+524 %

Engagement Increase
(Instagram)

Client Experience

  • “Ruisrock’s social media channels and communications have evolved throughout the entire period our long-term partner has been managing them. Through bold experimentation and data-driven actions, an engaged audience has been built and continuously strengthened over the years. This has delivered strong results – exceptional ones in the summer of 2023. Next, we’re aiming even higher.”

    Mikko Niemelä, Ruisrock

  • “Mellakka’s approach of prioritizing TikTok, Instagram Reels, and Stories for the festival’s social media, and involving influencers in content creation, was key to reaching the desired target audiences. It’s remarkable that, even though Ruisrock is Finland’s largest festival, last summer’s social media content reached a number of people multiple times that compares to the total user base of TikTok and Instagram in Finland. From a business perspective, this is an excellent launchpad for Ruisrock 2024 as well.”

    Mikko Niemelä, Ruisrock

  • “Our collaboration with Mellakka could be described as very deep. Mellakka provides guidance, brings insights, challenges our thinking, and gives us valuable understanding of channels and content. Because they work on many projects beyond festivals, they always have fresh knowledge, new solutions, perspectives, and unexpected ideas up their sleeve. Mellakka helps us build our brand purposefully, with impacts that multiply over long-term collaboration. We work together year-round on strategy, planning, ideation, and hands-on execution. Mellakka plays a crucial role in keeping together a complex operation, where multiple people handle different parts of communications across numerous channels. This requires a solid plan, understanding, and strict project management. We know each other well and operate as a single team, which sometimes makes it easy to forget who works for whom – especially during an intense festival weekend.”

    Mikko Niemelä, Ruisrock