1. Starting point

ProAgria wanted to spark children’s interest in Finnish agriculture and provide early childhood education and primary schools with high-quality, easy-to-use learning materials.

The goal was to make learning engaging and memorable by combining entertaining storytelling with educational content.

ProAgria already had a library of learning materials and illustrated characters—but now the aim was to bring them to life through stories and video content. At the same time, the project needed visibility and communications that would also attract new partners and funding.

2. Solution

The campaign was built as a multi-channel concept combining editorial storytelling, video production and targeted distribution.

Otavamedia designed and executed a comprehensive content solution that included educational videos and a native article presenting the project.

The videos were filmed on real Finnish farms to ensure authenticity and relatability. The content was enriched with animations based on ProAgria’s existing characters, allowing children to follow farm adventures with engaging story elements.

The project combined multiple areas of expertise:

✏️ Story-driven scripting

👦 Educational content design tailored for children

🎬 Video production

📹 Animation

🎤 Casting and voice acting

🔎 Editing and post-production

📝 Supporting native article and communications

The content was distributed across YouTube and social media platforms (Instagram and Facebook), supported by both organic and paid promotion. In addition, traffic was driven through Otavamedia’s network to maximize reach and visibility.

3. Results

The project successfully increased children’s interest in agriculture while providing educators with accessible, ready-to-use learning materials.

By combining storytelling, educational content and multi-channel distribution, the campaign reached its target audience effectively and created engaging, meaningful interactions around the topic of agriculture.

• The campaign reached a wide audience across Otavamedia’s native placements and social media. Overall, the content generated over 1.2 million views, with more than 116,000 impressions on social media.
• The content also captured attention and kept audiences engaged. The article achieved an average reading time of over 32 seconds, demonstrating genuine interest and the power of storytelling to hold the reader’s attention.
• The majority of the traffic was driven through Otavamedia’s native placements, while social media played a strong supporting role through both paid and organic reach.