The Summer Job Critics series took over Yle Areena and social media
Yle wanted to produce a series for Yle Areena that engaged young people, where Yle Summer influencers would explore and evaluate summer jobs appealing to young audiences.
In the entertaining Summer Job Criticsreality series, the Summer influencers set out to discover Finland's best summer job. The five-part series sent Yle Summer's familiar influencers, in pairs, to test five different summer jobs typical for young people across Finland. In each episode, the summer jobs were evaluated based on various criteria throughout the workday. The Summer influencers got to experience working on a farm, at an amusement park, in a fast-food restaurant, at a summer camp, and in a warehouse. At the end of the season, the best summer job was decided based on points awarded in the episodes and audience votes gathered on social media.
The series' element of surprise was heightened by a mystery box, which revealed the summer job locations to the Summer influencers. Additionally, during their workdays, the influencers faced surprise challenges related to the job. The series' events were captured not only by a cameraman but also on the influencers' personal diary cameras, which they used to record their thoughts and situations throughout the day. Furthermore, studio-filmed clips related to the episode's content were added to each episode.
The audience was engaged on social media in discussions about summer jobs and had the opportunity to influence which summer jobs appealed to young people. Finally, viewers got to vote for their favorite summer job.
To support the five-part series, edutainment content related to young people's working life was produced, specifically designed for social media. Clips from the episodes were created for Yle Summer's social media channels, and influencers shared reaction videos along with their experiences from workdays and mishaps. The content published on social media accumulated over 1.5 million organic views across YouTube, Instagram, and TikTok. The series also received earned media in an article by Helsingin Sanomat.
The series was released on Yle Areena and TV2. Watch the series on Yle Areena.
