Visit Finland Masterclass of Happiness: How Finland Turned Happiness into a Global Phenomenon

Imagine a world where happiness isn’t just a fleeting feeling, but a skill you can learn. That’s precisely what Visit Finland set out to achieve with their groundbreaking Masterclass of Happiness. And boy, did they succeed! Not only did they spark a global media sensation, but they also saw a significant boost in travel to Finland. Let’s dive into how this campaign captured hearts and minds around the world.

Finland: The Reigning Champion of Happiness
For seven consecutive years, Finland has proudly held the title of the world’s happiest country. But what makes the Finnish so happy? To share their secrets, Visit Finland, in collaboration with their creative agency SEK, introduced the Masterclass of Happiness. This unique campaign wasn’t just about promoting tourism; it aimed to spread the Finnish way of life and their secrets to lasting happiness.

The Birth of the Masterclass of Happiness
In a world where nearly half of the population struggles to remember what happiness feels like, Visit Finland saw an opportunity. They launched the Masterclass of Happiness, a crash course designed to share the Finnish lifestyle with the world. The idea was simple yet profound: happiness isn’t a mystical trait but a skill that can be learned.

“Against the backdrop of a decline in happiness levels worldwide, the Finnish lifestyle represented a positive outlook,” says Suvi Lähde, Executive Creative Director at SEK. “Recognizing the universal desire for contentment, the idea of the Masterclass of Happiness started to develop. While attracting travelers, our goal was to create a genuine, meaningful tool for anyone to embrace the Finnish happy lifestyle.”

Making Waves with a Modest Budget
Despite operating with a smaller budget compared to its competitors, Visit Finland’s strategy relied on the viral potential of social media, targeted online advertising, and robust PR efforts. The results were nothing short of spectacular. The campaign garnered over 2,500 media hits globally, with coverage from prestigious outlets like CBS News, BBC, Forbes, and ABC News, which even featured a special two-episode series on the masterclass.

The multichannel, social-first approach of the campaign struck a chord worldwide. Over 150,000 people from various corners of the globe applied to join the masterclass, eager to learn the Finnish secrets to happiness.

Digital Triumphs and Real-World Results
Visit Finland’s digital channels experienced explosive growth following the campaign’s launch. Social media followers increased by 22%, website traffic soared by 350%, and TikTok hashtag views surpassed 9.6 million. A surprise endorsement from Kourtney Kardashian, who shared the campaign with her 224 million Instagram followers, further fueled the global interest.

But the success wasn’t confined to the digital realm. One of the primary goals was to boost awareness of Finland as a travel destination. Comparing travel numbers with the previous year, the impact was clear: overnight stays in Finland increased by 8%.

A Campaign for the Record Books
The Masterclass of Happiness didn’t just capture the public’s imagination—it also impressed industry experts. The campaign won awards at the SABRE Awards EMEA and Grand One, Finland’s largest digital marketing awards, and advanced to Round 2 in The 2024 One Show in two categories.

“We believed that the concept of happiness would resonate across the globe, but the level of excitement and engagement we saw still took us by surprise,” says Virva Katajala, Head of Marketing at Visit Finland. “The Masterclass of Happiness turned out to be our most successful campaign ever.”

Conclusion
Visit Finland’s Masterclass of Happiness is a testament to the power of innovative thinking and the universal appeal of happiness. By sharing their unique approach to life, Finland not only boosted its tourism but also provided a meaningful, impactful tool for people worldwide. This campaign shows that happiness isn’t just a feeling—it’s a way of life that can be shared and learned by all. So, are you ready to embrace the Finnish way of happiness?

Credits
Client: Visit Finland
Agency: SEK
Production: OSASTO
Campaign: Masterclass of Happiness

This campaigns is about:
Finland happiness masterclass, world’s happiest country, Visit Finland campaign, digital marketing, Finland Tourism