Six months. 600 videos. The closest presidential election in Finnish history.
We ran Pekka Haavisto's short-form content operation across TikTok, Instagram, Facebook, and X throughout the 2024 presidential campaign, producing nearly all of his video content from strategy to publish.
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Oho. Miltä te näytätte? #haavisto2024 #filtteri
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Vastaus käyttäjälle @AfrikkalainenFarmari Jokaiselle jotakin 💪 #haavisto2024 #presidentinvaalit #linnanjuhlat
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Kiitos kirjeestä! #haavisto2024 #koiratsuomi #parisuhde
Hildén & Kaira believed from day one that we could turn even our critics into supporters through TikTok, and that's exactly what happened. Over the course of the campaign, the harshest voices faded and genuine support grew in their place. They work at the same relentless pace as a presidential campaign demands, delivering in hours what would take others days. In a race like this, that was invaluable.
Pekka Haavisto
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TikTok views grew 15x from campaign launch to election month.
The bar chart below shows Pekka Haavisto's organic TikTok views split into four roughly equal periods across the six-month campaign.
Campaign launches on TikTok
Momentum builds
First round push
Election month
Our content strategy was built around direct audience interaction, personal storytelling, and the occasional viral spark.
Viral sparks in a serious campaign
The backbone of the content was substantive: real policy, real stories, real answers. But a presidential TikTok account that only does serious content leaves reach on the table.
We produced a handful of TikTok-native challenge videos and lighter moments that broke through algorithmically and introduced Haavisto to audiences who would never have watched a policy video. These weren't the bulk of the content. They were the spark that made the serious content travel further.
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The case for president
A president leads foreign policy and commands the armed forces. Haavisto spent decades negotiating peace in conflict zones and served as the Foreign Minister who brought Finland into NATO. These aren't biographical footnotes. They are the job description.
We turned these credentials into content that made the case directly: firsthand stories from peace negotiations, encounters with world leaders, and the kind of situational judgment that only comes from experience. Every video was a talking point that worked. Educational, entertaining, and impossible to dismiss.
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Answer every comment
Election campaigns talk at people. We talked with them.
Haavisto responded directly to audience comments on TikTok, turning questions from voters into dedicated videos that addressed their concerns face to face.
This created a feedback loop: every answer generated more questions, more engagement, and more reach. The comment section became a direct line between a presidential candidate and the Finnish public.
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48 million organic TikTok views. 49,000 followers from zero. The closest presidential election in Finnish history.
Across 168 days, we produced 607 TikTok videos that accumulated over 48 million organic views, 2.3 million likes, and 67,000 comments. Haavisto's TikTok grew from zero to 49,000 followers, making it one of the largest political accounts in Finland. He received 1.47 million votes in the second round, losing by just 3.2 percentage points in what became the tightest presidential race the country has ever seen.
Why we chose this project
Where it all started
Haavisto's presidential campaign was the project that launched Hildén & Kaira as a short-form content house. Our first real test, and the reason we exist today.
A finite, high-stakes game
An election has a fixed end date and a binary outcome. That kind of pressure strips away everything except execution. Six months, maximum output, results on the board. There is no better way to find out what you're capable of.
Expert-led content at its best
We have always believed that the best content comes from people with genuine expertise and stories worth telling. A UN peace negotiator and former Foreign Minister who has spent his life in rooms most people will never see is exactly the kind of person we want to put on camera.
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