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The campaign reached approximately 140 000 young people, generating engaging conversation about SATO’s services as well as the renting market in general.


Maiju had been looking for a new rental apartment for several months, but the search was complicated by the fierce competition in the housing field, high deposit fees and the beloved pet, which many landlords did not accept. The prolonged search for home, which Maiju had also discussed in her videos, opened SATO an extraordinarily natural way to co-operate.


The aim of the campaign was to strengthen the positive image of SATO and raise awareness of the company among young people in an interesting way. Maiju shared her honest experiences in a video made in collaboration with SATO. She talked a lot about the ease of home search with the company, and how smooth experience she had had with the customer service. She also photographed the apartment viewings, compared alternatives and eventually ended up moving to SATO’s rental apartment – reporting all this on Snapchat and video. Maiju’s mother and vlogger MammaPia also discussed her daughter moving out on her own channel.


Maiju and MammaPia gained a total of 100 000 views a month with their videos. The comment section was filled with exceptionally positive thoughts and joy for Maiju. Furthermore, the followers shared their own experiences of SATO as well as home search and moving in general. The activity of SATO’s communication practices was also reflected in the discussion. In the end, the campaign was continued and Maiju also made a move-in video in collaboration with SATO.


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