Challenge
The brand was entering Finland with translated product pages but almost no Finnish publisher footprint. Paid acquisition could create demand. Organic discovery still needed local mentions that shoppers and search systems would treat as credible.
Early experiments with any available .fi domain produced low-quality placements that marketing leadership rejected on brand-safety grounds. The brief shifted to fewer, cleaner Finnish editorial opportunities with full pre-approval.
Approach
Criteria emphasised consumer and lifestyle publishers relevant to the category, with traffic and authority floors the brand could defend internally. Sample prospects arrived with pricing so finance and marketing could align before volume scaled.
Delivery mixed Finnish guest posting for deeper product stories with niche edits where strong indexed articles already covered adjacent shopping themes. Native Finnish copy kept promotional language restrained so editors would accept the pieces.
Every live link, anchor, and publisher note sat in a shared sheet. Delays from editorial calendars were reported in plain language rather than hidden until month-end.
Results
Across 5 months, the team secured 36 approved Finnish placements spanning guest articles and contextual insertions.
Landing pages supported by the campaign showed a +52% change in organic sessions from Finnish search, alongside about 2,410 referral clicks from publisher URLs.
No conversion rates are claimed beyond what the client tracked for organic sessions and referral clicks.
Brand safety stopped being a fight. We approved every site, and the Finnish copy still sounded like us.
Ecommerce growth lead, Nordic consumer brand
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