Finnish cruise liner Silja Line wanted to publish fresh, interesting content that would make young women (18-24) more familiar with the Silja brand, aiming to improve the image of cruise holidays amongst the target group.
How? Youtuber and media personality Mariieveronica is known and loved for her relaxed playfulness, and she was chosen as the face of the campaign. Mariieveronica chose her best influencer-buddies Mansikkka and Hermanni to join her on her cruise adventures, ensuring that the content is lively, relatable, and reaches the widest possible audience. The extensive content plan included YouTube videos in Mariieveronica’s own channel, numerous Instagram content across the three influencers’ Instagram stories and feed, as well as stylish, influencer-led content so that Silja Line could continue the story on its own social media channels and YouTube channel series called “Verhon matkassa”.
Boom! The target group of young women was reached widely – Mariieveronica’s YouTube videos have gained 302,000 views and counting. The videos have reached hundreds of comments from young adults sharing their positive memories and stories from their cruise holidays, helping to further improve the image of cruise holidays as a desirable choice within the target group. The videos published on Silja Line’s YouTube are some of the most popular organic content on their channel.