Manifesto planned and implemented a blogger co-operation, which revolved around the 2016 maternity package. The aim of the co-operation was to present the new maternity package on social media and to utilize the maternity package’s positive image when communicating Kela’s other services.
Before writing their posts, the bloggers attended an advance meeting. The meeting attended to get the bloggers more acquainted with Kela, to answer any possible questions and to add the finishing touches to the co-operation posts. All participants said that the collaboration felt very natural and was a success.
The blog and social media posts attracted a vast amount of positive feedback, nostalgic memories and further questions about the topic. Kela’s new maternity package emoji and the #äitiyspakkausmuisto Instagram competition were also introduced. The posts and images reached tens of thousands of followers.