Kalevala Koru’s successful campaign increased sales by 18%

In December, Kalevala Koru successfully executed a live stream on out-of-home media. The live broadcast, shown across all metro stations in the Helsinki metropolitan area, followed the production of jewelry at the Helsinki factory. This unique execution increased awareness of jewelry handcrafted in Finland, engaged a broad audience and directed interested viewers to follow the live stream on social media. The campaign exceeded the targets set for social media stream viewers many times over, and at the same time earring sales grew by 18 percent.

The main objective of the campaign was to strengthen the Kalevala Koru brand and increase consumer awareness that Kalevala Koru jewelry has been handcrafted in Helsinki, Finland, for nearly 90 years. At the same time, it highlighted the goldsmiths’ craftsmanship and the high-quality jewelry that stands the test of time and wear.

Out-of-home was used to reach a broad target audience. The live stream ran simultaneously with out-of-home on Kalevala Koru’s own social media channels on Facebook and Instagram. The goal of out-of-home was to spark interest in the live stream and guide consumers to watch the broadcast on social platforms. 

Metro stations reached urban audiences at scale 

The live stream was part of Kalevala Koru’s longer-running out-of-home campaign. The live broadcast was shown over three days during the goldsmiths’ working hours in 30-second ad slots. At other times, additional campaign material was used, ensuring continuous brand visibility throughout the campaign period.

All 22 metro stations in the Helsinki metropolitan area were selected as the media environment, as they make it possible to reach urban audiences of different ages at scale. The live stream was displayed on 97 ad faces across the metro network. The metro has an average of 1.6 million boardings per week. Out-of-home is an effective mass medium that reaches people in their daily movements and speaks to broad audiences. In addition, metro stations offer a natural moment to follow 30 seconds of content while waiting for the train. 

Close collaboration with JCDecaux

Kalevala Koru and JCDecaux have had a close collaboration for a long time, resulting in many successful campaigns executed together.

Once the idea of the live stream was born, Kalevala Koru and JCDecaux boldly set out to explore how streaming could be implemented in out-of-home. Thanks to flexible time targeting, the live stream could be shown in line with the goldsmiths’ working hours, and at other times the ad faces carried other campaign executions.

Unique out-of-home execution exceeded the goals many times over 

This new approach to out-of-home delivered excellent results for Kalevala Koru.
The live stream shown in out-of-home sparked interest and attracted viewers to the stream on social media channels as well. On Facebook, unique viewers reached as many as 18,000, and on Instagram more than 4,000. The target of 1,000 social media stream viewers was exceeded many times over.

The campaign had a direct impact on sales. Outside of the live-stream content, the campaign materials advertised a 20% discount on earrings. The discount was visible not only in out-of-home but also in other digital advertising channels. This multichannel approach increased earring sales by 18% compared to the previous year.

“The campaign was highly successful in terms of sales, social media followers and the feedback we received. Our customers shared delighted, spontaneous comments about how much they enjoyed getting a glimpse into our factory through the live stream,” says Kalevala Koru Marketing Lead Päivi Pitkänen.