Wide Reach and Strong Public Engagement
A total of eight videos were produced: four within FAIR 2 and four co-produced with New North. The campaign was distributed through social media platforms such as LinkedIn, Meta (Facebook and Instagram), and TikTok, using both organic and paid distribution in the project area (on TikTok, however, geographic targeting could only be done at national level).
The results speak for themselves (figures as of mid-March 2025):
- 3.9 million views and 1.45 million unique accounts reached
- 4,654 hours of total watch time – equivalent to over six months of continuous viewing
- 8,836 interactions (likes, comments, shares)
- Cost-effective advertising, with CPM at only EUR 0.71 (~SEK 7.69) on TikTok and EUR 2.71 (~SEK 29.33) on Meta (CPM = cost per 1,000 views)
- Entire campaign’s total ad cost: EUR 7,200
Broad Demographic Reach Targeting Different Audiences
The campaign reached a diverse demographic audience, with slightly different distributions across platforms:
Age Distribution:
- Meta: A relatively even spread among age groups: 16% (18–24 years), 20% (25–34 years), 17% (35–44 years), 16% (45–54 years), 16% (55–64 years), and 15% (65+ years)
- TikTok: A stronger focus on younger audiences: 41% (18–24 years), 25% (25–34 years), 14% (35–44 years), 10% (45–54 years), and 10% (55+ years)
Geographic Distribution:
- Meta: 53,8% Sweden and 46,2% Finland
- TikTok: 49% Sweden and 51% Finland
The most popular video (Video 5) alone reached 1.19 million views. Of the campaign’s total 3.93 million views, only 0.8% (~33,000) came from organic distribution, while the remaining 99.2% (3.9 million) were achieved through paid visibility. This clearly demonstrates that strategic media investments are crucial for spreading messages about sustainable aviation to a broad audience. The alternative would be to create content so exceptionally engaging that it spreads virally without paid promotion – something that is very difficult to achieve, especially within specialized subject areas.
Lessons for the Future
The campaign’s success provides valuable insights for future communication efforts:
- Exceptionally high engagement, which is rare for paid advertising
- Effective channel growth, with over 600 new followers on TikTok (a brand-new account with no initial followers)
- Cost-efficient reach through strategic media use
- Potential for shorter videos in the future to drive even higher public engagement
- Strong public interest, highlighting the need for active presence to respond to audience questions
- Paid visibility is costly, but CPM (cost per 1,000 views) remained low compared to typical platform rates; TikTok usually ranges from EUR 0.33 to 3.00, while Meta varies between EUR 3.00 and 7.00.
Although the FAIR 2 project is now concluding, the campaign materials will remain available through the Kvarken Council’s digital channels, which ensures that the public can continue accessing the information. The New North project will continue, with the possibility of reusing or adapting the materials as needed. Insights from this successful public dialogue will be valuable in ongoing efforts for sustainable aviation in the region; for example, they provide a clear indication of what information the public seeks or needs, thus serving as a foundation for potential new campaigns tailored to public inquiries.
Read the full report HERE.
Read more about FAIR 2HERE.
Read more about New NorthHERE and the Lead Part page on New North HERE.
The videos are available on these platforms and accounts:
Facebook
Instagram
LinkedIn
