Case: Puuilo

How Puuilo became one of Finland's most-watched brands on social media – without spending a single cent on advertising.

Challenge

Puuilo is a familiar name, especially to typical Finnish fathers who have always known where to find a good deal on a wheelbarrow, tape, or… a flamethrower-style grill.

But in a world where brands live or die by their visibility in the feed, even the strongest reputation needs a bit of translation work.

The challenge was not to change what Puuilo is. It was about bringing the same straightforward, oddly charming personality into short-form content in a way that connects with the culture, without faking it for clicks.

The task was to help Puuilo feel relevant to new audiences without losing those who already love it.

Solution

Puuilo built a short-form strategy that felt more like feed culture than corporate content.

Instead of talking to people, Puuilo entertained them – transforming a surprising product range into moments of curiosity, joy, and shareability.

  • A native-first short-form series was created for TikTok, Instagram, YouTube, and Facebook
  • Unexpected or unusual products were highlighted in ways that made people ask: “Is this a real product?”
  • Humor, authenticity, and light self-irony were utilized – no buzzwords, no brand explanations
  • The focus was on building familiarity, not just accumulating views – and creating content worth following

Fan-favorite format: Oh, and Puuilo created Mr. Puuilo.

A fan favorite that made people stop scrolling, feel something – and share it with others.

Results

This was not a viral phenomenon by chance. It was a system – and it worked.

Over 3.6 million organic views in two months

Over 15,000 hours of total watch time

An average of 330,000 views per video

+7,900 new followers per month – no contests, no gimmicks, just great content

The share of male viewers decreased from 65% to 58%, indicating broader appeal

This was the first step in building a continuously active social media presence that entertains, educates, and evolves.

"It is incredibly enjoyable to collaborate with Klikki; their genuine interest in our success and their commitment to mutual development are evident. Together, we have successfully produced entertaining short videos that have brought laughter not only to us but seemingly to many others as well. I had to do a double-take a couple of times when I saw how quickly the videos spread on social media. Klikki's team is also exceptionally skilled at filming and editing videos."

EBELING DENTAL

AUTOKLINIKKA

Fiksuviini

Puuilo