Valio Latte Reimagined with the Power of Gen Z Influencers
Valio Latte needed a new image that would resonate with a younger audience. We met this challenge by creating a campaign for the Gen Z demographic that elevated the value of aimless enjoyment and just being. The result was an impactful, multichannel effort that reached its target audience with exceptional effectiveness.
The Starting Point
Valio Latte was an excellent product that appealed to all ages. The ready-to-drink coffee category is experiencing its strongest growth among young people, but the product's brand image didn't resonate with the Gen Z demographic. Our task was to change this perception and make Valio Latte a brand that was interesting to young people.
The Campaign
We built a comprehensive campaign that seamlessly integrated music, influencers, social media, and product advertising. At the heart of the campaign was the concept of "doing nothing," which valued aimless hanging out.
The cornerstone of the concept was a chill-out song called "Aikaa" ("Time"), which emphasized doing nothing. The artists chosen were Sebastian Noto and TheoFuego, who were trending with the target audience and served as the faces of the campaign. The music video for the song was seamlessly integrated into all campaign elements, from advertising to influencer collaborations.
A genuine "Valio Latte Crew" was built around the campaign by gathering a group of influencers who were relevant to Gen Z. The 16 influencers each interpreted "doing nothing" in their own way – whether it was playing basketball, driving around, or hanging out at the beach. This authenticity made Valio Latte a natural part of young people's everyday lives.
Physical touchpoints for the campaign included a hang-out event focused purely on enjoyment, a Valio Latte bike tour that visited locations popular with young people like festivals, dedicated hang-out lounges in a park and at Blockfest, and a clothing collaboration with the VitunLeija brand on "V** LATTE**" shirts.
Advertising focused heavily on channels popular with young people: TikTok, Instagram, and YouTube, with TikTok as the main channel. Outdoor advertising complemented the digital visibility. All productions utilized representatives from Gen Z to ensure the campaign's look and feel remained authentic and on-brand for the target audience.
The campaign's strength was the seamless weaving together of its different elements: the artists appeared in ads and events, the influencers were featured in the music video and on the bike tour, and the collaboration shirts were visible across all channels. This created a cohesive and credible whole that spoke the target audience's language.
Influencers
16 carefully selected influencers produced a total of 52 different social media contents during the campaign, showcasing their own views on aimless chilling and making Valio Latte a natural part of their daily lives.
The campaign influencers were: Samuel Chime, Bakari ”Baka” Diarra, Nelli Orell, Alharith ”Alha” Obaid, Ilona Ylikorpi, Pinja Sanaksenaho, Netta Oikkonen, Ella Hautajärvi, Helmi Kantola, Sebastian Noto, TheoFuego, Nene Tanninen, Amira Rchidi, Leevi Lehtonen, Aston Mukengedi, and Vivi Wahlström.
The campaign's influencer content achieved the desired visibility on social media, garnering approximately 9 million impressions. By reaching 570,000 unique TikTok users, the influencers increased consumer awareness and interest in Valio Latte, achieving a 51% recognition rate among the Gen Z audience. The average viewing time for the ad content was longer than usual. The campaign was generally found to have had a positive impact on Valio's brand image.
Results
16 Influencers
52 Contents
570,000 Unique Viewers Reached
9 million Impressions