1. Starting Point

Liikenneturva aimed to reach families with children with an important message about safe travel for children in cars. The multichannel campaign executed through Otavamedia’s channels combined a native article, an interactive quiz and visibility across digital and social media platforms.

Promoting traffic education and activating families

Launched in spring 2025, the campaign had a concrete goal: to increase awareness of child car safety and spark discussion among families. Liikenneturva wanted to offer interactive content that would educate and engage at the same time. The target audience was specifically families with children.

2. Solution

Otavamedia implemented a multichannel campaign for Liikenneturva that provided broad visibility and reached families in their preferred media environments with relevant, engaging content.

A native article was created for Kaksplus, which included an educational traffic safety quiz. The article was published on the Kaksplus website and actively shared across Kaksplus, Kotiliesi, and Anna channels, newsletters and social media. The quiz also gained front-page visibility on the media sites and appeared in native placements alongside editorial content.

The native article on Kaksplus received a large number of page views and the embedded quiz proved highly engaging — more than half of the article’s readers took part in the quiz.

Discussion and Community: The topic resonated with parents on social media

The quiz didn’t just attract clicks — it was designed to evoke emotion and discussion. Kaksplus Facebook posts about the campaign sparked lively, constructive conversations on child car seats, boosters and safety recommendations. Comments were positive and community-driven. Many readers felt the topic was both important and timely, sharing their own experiences and tips.

Most of the traffic to the article and quiz came directly from Kaksplus Facebook posts.

Throughout the campaign, continuous optimisation improved quiz participation and competition engagement. Headlines were made more activating and the native content was adjusted to better support campaign goals. The campaign also generated valuable audience data that can be used for future, more targeted Liikenneturva campaigns.

3. Results

Multichannel visibility delivered excellent results! Nearly 14,000 participants and over 200,000 impressions proved that the topic resonated strongly and the content effectively reached the target audience.

The quiz gained strong visibility on the front pages and native placements of Kaksplus, Kotiliesi, and Anna, alongside editorial content. It was also featured weekly in newsletters and actively promoted on social media — including Facebook posts and Instagram Stories.

Continuous optimisation during the campaign paid off: headlines were improved for engagement and the native article was refined to drive traffic toward the quiz and competition. As a result, about 57% of article readers also played the quiz!

Valuable Data and Learnings for the Future

Using a quiz tool allowed Liikenneturva to collect valuable audience insights for future use. The campaign showed that a well-designed and distributed quiz can be an effective way to engage audiences and share important information.

According to the production team, the campaign was particularly successful thanks to its multichannel visibility. “Versatile visibility strengthens reach and memorability,” summarises Otavamedia producer Pinja Karvonen.