Levi Viral Cup

Starting Points

Levi Hotel Spa Resort is open to guests year-round. However, Finnish Lapland is only known as a winter destination, with its summer season being completely overlooked. While Levi is fully booked during winter, in the summer the hotel rooms, restaurants and activities remain empty. There is no social media content from Levi during this period, leaving no opportunity for people to feel inspired to visit.

Strategy / Insight

75%* of travelers rely on social media for inspiration and research when planning their next trip. Rather than opting for a traditional advertising campaign, we chose to communicate our message more effectively through influencers exclusively on TikTok. This platform provides an opportunity to go viral, even with a limited media budget, and can attract significant media attention.

Everyone knows about the Levi World Cup. To extend the season for summer, we needed to tap into this well-known competition by doing something similar, but for the summer season.

*Source: Statista, 2024

Creative Solution

Levi Viral Cup is a social media competition for influencers, happening entirely on TikTok.

Levi Viral Cup was created to showcase that whatever you want to do, Levi’s summer has it all. Levi Viral Cup brought together Finland’s top influencers to compete against each other in social media virality. The coveted title of “Finland’s Most Viral Influencer 2024” motivated participants to give their all, creating high-quality, extremely engaging videos in the race for the title. This virality translated into real value as their audiences began engaging with the content and booking rooms.

Execution

The campaign was started by teasing and building anticipation for Levi Viral Cup. Next, we sent out PR packages, and influencers announced their participation on social media. The race for virality began immediately after the PR packages were delivered.

At the end of the summer, Finland’s top influencers were flown to Levi Hotel Spa Resort, where the competition took place. They were given 72 hours to shoot and edit videos they believed would go viral on TikTok, with the only brief being to showcase Levi’s summer.

Influencers then had 7 days to organically generate reach and engagement, with the winner determined by their results. No paid boosting was used, as the goal was to create viral content through organic efforts alone.

By the end of the competition, we had the most viral TikTok ads across the Nordics.

Results

The brand awareness results were outstanding: The social media ads reached over 63% of the Finnish population. Although our target audience was Finland, the campaign gained global media coverage, reaching 50 million people worldwide and positioning Levi as a potential summer destination for international tourists as well. Room bookings increased by over 103%, effectively turning the brand awareness campaign into direct sales.

Companies Involved

Asiakas / client

Levi Hotel Spa Resort

Luova toimisto / creative agency

Bob the Robot / NoA

Mediatoimisto / media agency:

BlueBird / NoA