PUUILO CASE STUDY

We bridged Puuilo’s brand gap with younger audiences through authentic short-form videos showcasing unique products. Generated 3.6 million organic views in two months with strong completion rates, successfully expanding their demographic reach while increasing engagement.

Challenge

Finland’s economic situation has been challenging, and we all feel it. Consumers are now looking more carefully at where they spend their money. Price is emphasized, but emotions still drive purchase decisions—and that’s where brand value comes into play.

Puuilo is a well-known and respected Finnish brand. However, there was a small gap between the brand feeling and younger audiences. The goal was to bridge that gap: to get 18-35 year-olds interested in Puuilo—not just because of price, but because it feels interesting.

Solution

KLIK created a short video series for Puuilo that was native to social media and built specifically for feed culture, not advertising space.

We highlighted Puuilo’s unique and surprising product range in a way that triggers the reaction: “is this a real product?”

We utilized TikTok, Instagram, Facebook, and YouTube—with different angles but consistent energy.

The content concept focused on authenticity, humor, and light self-irony—without advertising clichés or forced trendiness.

Results:

The outcome wasn’t left to feeling—the numbers speak for themselves:

Over 3.6 million views, just between January-February, completely organically

Over 15,000 hours spent with the Puuilo brand

330,000 views per video (average)

+7,900 new followers per month across all platforms

On TikTok:

Initially, Puuilo reached younger target groups on TikTok. About 55% were 18-24 years old. Within a month, we increased the platform’s average age so that only 37% were 18-24 years old, 34% were 25-34 years old, and the rest were 35+. The proportion of men decreased (65% → 58%), meaning the content reached an increasingly diverse audience.

On YouTube:

167.7% viewing time – videos were watched an average of nearly 1.7 times
Average viewing time 35s / 38s → almost the entire video was watched to completion
Gender and age distribution clearly balanced out

Overall Impact: Puuilo’s brand began to live in a new way—not just known, but recognized. Reactions were visible in viewing, follower numbers, and in the client’s own team, who were encouraged to experiment and develop more boldly in content production.

Testimonial

“It’s incredibly fun to work with KLIK, and you can see that they are genuinely interested in us and want to develop together. It feels like KLIK’s team is part of us and, well… they kind of are.”