How to build a TikTok-first brand?
Duunitori is Finland's largest job search service and a leading recruitment media.
How to leverage TikTok's opportunities as part of building Duunitori's brand? How to genuinely capture the target audience's attention on a channel overflowing with content interesting to them?
The young target audience knows Duunitori well, but we also wanted to reach them on TikTok and Instagram through short videos. Our goal was to strengthen the target audience's relationship with Duunitori using short videos.
The target audience has a positive attitude towards work and job searching but often faces challenges finding jobs through traditional methods. They need encouragement and inspiration amidst the twists and turns of their careers. Of the content formats they consume, short-form video is the most popular.
We developed a channel strategy and continuous short-form video formats for Duunitori, based on which we monthly produced culturally relevant, entertaining, and above all, useful content for the target audience, enabling interactive discussion about work-life topics, even work-life taboos.
The content was created together with the Duunitori team, and they also served as the faces of the videos.
In the videos, we covered both current summer job searching and job searching and working life in general.
From the outset, our collaboration has genuinely felt like a true partnership. The mutual and shared enthusiasm for high-quality content production and growing Duunitori's channel has further deepened our collaboration and led to excellent results. Working with Troot has been easy and productive.
