CASE: Atria

Background

Atria is one of Finland's best-known food brands. When the time came to find a partner for social media content, the groundwork was already in place: Atria had a clear picture of its own work and of what its content looked like at the time.

The choice fell on Höyrymedia, and not by chance.

"I'd seen Höyrymedia's work somewhere before and thought they had a great vibe. Of course it's nice to work with people who have a great vibe."
‍Merikke Pasanen, Atria

The challenge

Atria didn't need to build its whole social media strategy from scratch. It needed a partner who could quickly grasp the essence of the brand and produce varied content to match. At the same time, the work had to be practical: it couldn't create an unreasonable administrative burden for Atria's own people.

Atria's products have a broad target audience, from connoisseur grillers of summer artisan sausages to young people who demolish a microwave pizza as fast as an opponent in a video game. Such a varied audience adds its own spice to content production, because something for everyone ends up being nothing for anyone.

Working together

"What I've liked most about the partnership is how agile it is. Replies come really fast, and questions get answered quickly. Whatever we've asked for, or whatever feedback we've given, it's always acted on."
Merikke Pasanen, Atria

Pasanen says the partnership has lasted for years because it's so easy: it takes just 2–6 hours a month.

Results & lessons

One of the key lessons from the partnership concerns the logic of content production. Big, heavy TV productions are no longer the only way to make quality content.

"In my work I see everything from TV productions to more agile ways of working, and maybe one lesson has been that you don't always need a massive production. These days, content that's produced in a more agile, authentic way works really well too. A videographer and an actor, and you can already create really good content."
Merikke Pasanen, Atria

Through its content, Atria has been able to reach broad target groups and produce material for different audiences:

"Maybe the good thing we've noticed about the content is that it helps us reach a wide range of people, and we can make it for different target audiences."
Merikke Pasanen, Atria

‍

The content has stayed engaging month after month without losing sight of the commercial goal. Almost every video is built around marketing a specific product. One video = one target group. This is extremely important for a big brand with many target groups.

Social media channels now work on the basis of interests: the algorithm shows users only content they're interested in, regardless of who they follow. That's why every target group can be served, just not all with the same video.

We've filmed content in places such as:

• On farms
• At festivals
• On the streets
• In the kitchen
• In supermarkets

Recommendation

"It doesn't take much time. Calendars are packed, but you still need good content. For that, Höyrymedia works really well."
Merikke Pasanen, Atria