Metsä Group commissioned Pulp to increase the amount of likes on Metsä's Facebook community from the desired audience. In August 2016, there were approximately 6000 followers. The assignment also required PULP to find an effective way for Metsä Group to communicate important matters related to forest management and ownership issues to forest owners.
The two most important rules for using social media are to entertain or share relevant information. It's best if you can combine these needs. With this attitude in mind, a four-part video series was created, with Metsä-Eikka as the lead character. We developed a content plan for the videos based on the forest owner's motivations. In the video series, Metsä-Eikka humorously discusses Metsä Group's service offerings, which, when utilized, help forest owners get more out of their forestry. The videos were targeted and promoted as paid posts on Facebook, with a new episode released every month. A monthly competition was included, with the prize being either a tablet or a smartphone. Over the course of three months, the number of likes for Metsä Group's Metsä palvelee Facebook group grew from 6,000 to about 19,000. The videos received hundreds of thousands of views, and Metsä-Eikka was received so well that the public demanded more episodes.
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