Launching the Football Association of Finland on TikTok with seven videos.
Company
Football Association of Finland
Timing
Launch campaign
Channels
TikTok
My role
Concepts · script · production
126K
first video
70K
average / video
7
videos in the launch
Content and audience
Challenge
Help the association enter TikTok with a strong content package and establish what kind of football content attracts Finnish audiences.
Starting point
- No TikTok account
- Format unknown
- A strong start as the goal
Insight
The organisation needed an immediate grasp of TikTok style, pacing and hooks, not a long strategy document.
Strategy
Audience
Finnish football fans
Hypothesis
A strong launch package sets the direction immediately
Formats
A seven-video launch package
Distribution
The association's own TikTok account
Execution
I developed and produced a package of seven videos, which the association's team published on its own account.
Testing and iteration
Few ideas work perfectly at first. I test, learn and make the next version better.
Version A
Traditional organisational content
What we learned
Hook and pacing decide the first seconds
Version B
A TikTok-first launch package
Result
126K, 120K and 86K views on the first three videos
Results
126K
1st video
120K
2nd video
86K
3rd video
3K
followers later
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.
- Roughly 70,000 average views across seven videos
- The organisation moved content production in-house
- Numbers are based on analytics data
What I learned
Strong individual videos launch an account, but do not sustain growth.
Sustainable growth needs a clear concept, not just viral hits.
An account needs a recognisable identity and a repeatable content system.
Want to see more?
Some projects also include a deeper report covering the strategy, data and results in more detail.
Detailed case available on request