Troot has been conducting strategic influencer marketing for years together with Kitchen Joy and Lakko, who has distinguished himself primarily as a gaming YouTuber, at various touchpoints. This winter season, Lakko and Kitchen Joy are also taking over Levi ski resort!
The influencer collaboration that started on Lakko's own channels in 2018 has grown over the years from brand affinity and product recommendations into a multi-channel marketing entity, reflecting at the same time the entire influencer marketing field, which has taken great strides in the marketing landscape. The collaboration between Kitchen Joy and Lakko has expanded beyond social media channels, for example into the Minecraft world, the YouTube Allstars ice hockey event, DOOH screens, and other traditional media channels.
Most recently, as a new takeover in the winter season 2023-2024, Kitchen Joy's Thai cubes and Lakko, the self-proclaimed Kitchen Boy, took over Levi ski resort and elevator cabins through a joint implementation by Mediateo and Havas Helsinki, who are responsible for out-of-home advertising solutions!
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"We absolutely encourage taking influencer marketing out of its traditional channels! In situations where you are doing long-term strategic influencer marketing and you have a perfect brand match for your brand, we recommend thinking of the influencer entity more in terms of creating a phenomenon. It is rarely true to say that courage is rewarded (although it may somewhat strain the budget)", Julia Pallasvuo, responsible for Kitchen Joy's brand in the Finnish market, commented.
This unique campaign not only brings smiles to the faces of ski resort visitors, but it also strengthens Kitchen Joy's image as a youthful, innovative, and playful brand and activates consumers to participate with their phones during the elevator ride in a winter and ingenious competition promotion.
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