Building Finland's leading football account from zero.
Eerikkilä · Sports and training center
Company
Eerikkilä
Timing
5/2023, partnership ongoing
Channels
TikTok · Instagram
My role
Strategy · concepts · filming · editing
1.2M
views / 1st month
13.2K
followers on TikTok
100 %
of camps sold out
Content and audience
Challenge
Turn Eerikkilä, known among clubs, into a recognisable brand for players aged 8 to 16 and get them interested in the camps.
Starting point
- Followers: 0
- Known only among clubs
- No consumer brand
Insight
Young players do not watch ads, they watch football content. So the account became football media, not a company account.
Strategy
Audience
Finnish players aged 8 to 16
Hypothesis
Football-first content grows the audience, camps sell themselves
Formats
Player challenges, tutorials, camp videos
Distribution
Organic TikTok and Instagram, targeted camp promo videos
Execution
As the account grew, players visiting Eerikkilä joined the videos. The channel turned from a company account into a community young players wanted to be part of.
Testing and iteration
Few ideas work perfectly at first. I test, learn and make the next version better.
Version A
Traditional promotional content
What we learned
The audience wanted to be part of the content
Version B
Players featured in the videos
Result
350K+ views on the first video, 1.2M in the first month
Results
350K+
First video
1.2M
Views / 1st month
13.2K
Followers
100 %
Camps sold out
Numbers are based on analytics data.
Data behind the numbers
I don't want you to simply trust the results. I'm happy to show where the numbers come from.
- One of the most viewed Finnish football accounts
- Multiple camps sold out
- Eerikkilä built its own internal content team
What I learned
A strong brand account feels like a community, not an advertisement.
When the audience wants to be in the content, growth feeds itself.
Eerikkilä became part of Finnish youth football culture, not just a sports center.
Want to see more?
Some projects also include a deeper report covering the strategy, data and results in more detail.