1. Starting point

In spring of 2025 Midsona, a company focused on wellness and health products, wished to increase awareness and encourage consumers to explore three dietary supplement brands: Tolonen D-vitamin, Nordic Health iron supplement and Bertil’s Viviscal Strong. The goal was to reach a target group interested in health and wellbeing themes in a trusted environment, spark discussion on the topics, and drive traffic to retailers’ online stores.

2. Solution

Otavamedia implemented a four-week native advertising campaign for each product. The campaigns included articles published on Anna and Kotiliesi digital channels, native promotions across the Otavamedia network, newsletter visibility and both organic and paid social media activity to support content discoverability.

Midsona provided the article content, which Otavamedia adapted into a native format. On social media, the content was shared both organically and through paid promotion, bringing additional volume to the campaigns and encouraging engagement.

3. Results

Midsona’s Spring 2025 native advertising campaign performed exceptionally well. All three campaigns exceeded expectations in page views and engagement. The content inspired active and constructive discussion within the target audience, and the cost efficiency of social media advertising was remarkably strong.

• The Tolonen campaign achieved over 40,000 page views, with an average reading time of nearly a minute. The campaign gained over 2 million impressions across the Otavamedia network.
• The Nordic Health campaign generated almost 35,000 page views, surpassing all expectations compared to similar content within the network.
• The Viviscal Strong article engaged almost 40,000 readers, with an average reading time exceeding one minute. The topic also sparked a positive and community-driven discussion on social media.

The campaign demonstrated that by combining high-quality native content, multichannel visibility, and supporting social media activity, it is possible to build a comprehensive approach that not only reaches a wide audience but also encourages participation and engagement.

In total, the articles received approximately 115,000 page views, and native promotions gained nearly 5 million impressions.

“Otavamedia’s female audiences’ strong interest in health and wellbeing topics boosted the success of Midsona’s native campaigns. Useful, instructive content once again attracted plenty of attention — we were able to deliver excellent results for the advertiser!” mused Henna Manninen, a commercial producer at Otavamedia.