TM Video Ignited Visibility – Sampo Wood Wool Firelighters Reached Nearly 190,000 Views

Sampo Wood Wool Firelighters wanted to reach consumers and highlight an easy and safe way to light a fire with Sampo’s new product. With the help of TM Video, the message was effectively showcased in the right environment – resulting in nearly 190,000 views across social media channels.

1. Starting Point

Sampo Wood Wool Firelighters offers a simple and safe way to start a fire – but its benefits needed to be communicated in a way that would truly stand out. Especially during the summer and Midsummer season, people need fire-starting tools for cottages and homes – and competition for attention is fierce. This was the challenge Sampo Wood Wool Firelighters tackled together with Tekniikan Maailma and Otavamedia.

The brand’s goal was to run a fast, impactful campaign that would reach Finns at exactly the right moment and boost sales during the Midsummer week.

2. Overview

The solution was TM Video service, which gave the product a whole new level of visibility – both across social media channels and among Tekniikan Maailma readers. TM Video combines Tekniikan Maailma’s strong brand and trusted expert status with the multi-channel power of social media.

The concept was a video titled “Three Ways to Stack Firewood”, designed to be both entertaining and useful – naturally featuring Sampo Wood Wool Firelighters in a real-life setting. The TM Video team handled the campaign as a turnkey production: from script and production to distribution, all managed by Otavamedia. The campaign was launched quickly and timed precisely for Midsummer week, when demand peaks.

In addition, a native article was published on Tekniikan Maailma’s website to support the video campaign and strengthen Sampo Wood Wool Firelighters’ brand visibility during the season.

Read the native article here (in Finnish). Watch the video ad below – just hit play! ▶️

A smooth and fast turnkey production. The campaign was timed perfectly to boost Midsummer week sales and got off the ground quickly.
Satu Lehtiniemi
Brand Manager
Oy Conaxess Trade Finland AB

3. Results

The campaign exceeded expectations and achieved wide visibility across multiple platforms:

Nearly 190,000 views on TikTok, YouTube, Instagram, and Facebook
The average watch time was exceptionally high for social content – over 22 seconds per viewer
Posts generated hundreds of reactions: numerous shares, comments, and saves that increased organic reach
The channel distribution was well balanced, with strong and steady performance across all platforms

I think we found a great creative angle for introducing Sampo Wood Wool Firelighters. The video received excellent visibility, and viewers spent an average of more than 22 seconds watching it! Thank you to Sampo Wood Wool Firelighters for your trust and smooth collaboration.
Thomas Reenpää
Commercial Producer
Otavamedia