2 min read

R-kiosk: a brand with a bold voice, impact and results

Words by Janet Nigula
On 02.06.2026
Client Reitan Convenience Estonia

R-kiosk has built a brand with a sharp social nerve – one that refuses to remain a bystander in society. Its communication strategy has been consistent and rooted in a clear belief: trust and relevance are not born from safe silence, but from the courage to take a stand.

That is why R-kiosk spoke up on both Women’s Day and Men’s Day. On International Women’s Day, R-kiosk spoke out against the unfair VAT on menstrual products and will cover the tax itself going forward. On Men’s Day, it opened up a conversation around men’s mental health.

Because we wanted to address issues that genuinely matter and deserve public discussion, we chose to do so in channels where real conversations can happen. Our communication strategy was built around the platform where people feel comfortable being honest and engaging thoughtfully – Reddit. It became the heart of both campaigns, supported by digital and earned media.

“Who would have thought, years ago, that some of Estonia’s sharpest socially conscious campaigns would come from R-kiosk every year?” – Kristi Saare

Women’s Day Campaign: “Being a Woman is 22% too expensive”

On Women’s Day last year, R-kiosk decided to draw attention to the unfair taxation of menstrual products. Menstrual hygiene products are essential everyday goods, yet in Estonia they were subject to a 22% VAT rate – one of the highest in Europe. This is an unfair additional cost borne only by women. As many as 64% of school-aged young people have had to miss school or sports activities due to limited access to menstrual products.

R-kiosk decided to cover the VAT on menstrual products itself, reducing prices for some items by more than 50%.

We sparked a public conversation and received extensive positive feedback.

This was not a temporary price change – the discount remains in place until change happens at the national level and menstrual products become more accessible to women in every store.

Men’s Day Campaign: “Men Imprison Their Emotions”

On International Men’s Day 2025, R-kiosk brought men’s mental health into focus. We highlighted the fact that society expects men to be strong, not emotional. The result is a life expectancy gap of up to eight years.

To make this invisible issue visible, we installed a cage-like sculpture of a male figure filled with flowers in one of Tallinn’s busiest shopping centres.

In addition, through Reddit, we created space for an honest conversation, where many men shared their personal stories.


Trust reflected in sales

Although sales were not the primary objective of the campaign, communication around menstrual product pricing led to a 95% increase in sales within the campaign category over the course of a month. Even after the campaign, sales have continued to grow at a rate of 67%.

This is exactly the kind of work – where brand courage, social impact and measurable results come together – that earned us the title of PR-Agency of the Year at this year’s Golden Egg Awards.

550 000

MEDIA CONTACTS

HUNDREDS

of people shared their thoughts on Reddit

67%

sustained sales growth in the menstrual products category

Meta team

Janet Nigula Consultant

Karin Järvet Senior Consultant

Agneta Pukk Junior Consultant

Related
Meta Advisory is Estonia’s Communication Agency of the Year 2026

2 min read

An everyday cornerstone-laying ceremony turned into a debate stage: how Reterra’s messages made it into Tallinn’s coalition agreement

Words by Private: Mirjam Mäesalu
On 29.05.2026

Media coverage of new real estate developments has become saturated. Cornerstone and topping-out ceremonies are routine in the sector and typically generate only three to five pieces of coverage in industry media. The client’s expectation was to bring renewed attention to an already widely discussed new urban district across television, radio, and print/online media.

We identified an opportunity to leverage the pre-election period. By tapping into the media’s heightened interest in the elections, we brought the Tallinn candidates of seven major political parties to the construction site for a debate in the context of the local elections. Participants included lead candidates, former ministers, and deputy mayors.

Objectives

  1. To raise awareness in the media of a pressing issue in the real estate sector: the slow processing of development procedures, which drives up property prices and hinders the city’s economic growth.
  2. To proactively engage senior politicians seeking positions in the city government, positioning the client as a thought leader on the issue and strengthening collaborative ties between the developer and policymakers.

To achieve these objectives, we combined PR with government relations. Through the debate, we proactively created a connection between the future city government and real estate developers, using the client’s key messages as the basis for the discussion in order to clearly communicate the sector’s main concerns to policymakers.

Results

  • We secured coverage across television, radio, and print/online media. Over a two-week period, a total of 22 pieces of coverage were published across various channels, including ERR, TV3 News, Postimees, Delfi, and others.
  • The estimated reach of the coverage was nearly 700,000 potential media contacts.
  • As expected, the pre-election period also generated organic reach through the social media channels of politicians and event guests.
  • Urmas Reinsalu, chairman of Isamaa, brought two key discussion points into coalition negotiations, and both were later included in the coalition agreement:
    • How, and to what extent, should the city contribute to improving housing affordability?
    • What steps should be taken to speed up the processing of planning procedures in Tallinn?

22

pieces of media coverage

700 000

potential media contacts

2

key discussion points made it to the coalition agreement

Meta team

Janet Nigula Consultant

Patrik Saksus Junior Consultant

Gregor Sibold Senior Consultant

3 min read

Our Time. Our Game. How did we bring EuroBasket 2029 to Estonia?

Words by Ergo Kukk
On 14.04.2026

“Our Time. Our Game” was a communications campaign created to support Estonia’s bid to host EuroBasket 2029 and to strengthen its credibility in the eyes of the members of the International Basketball Federation (FIBA). Together with the Estonian Basketball Association, our aim was to show that Estonia is a strong and reliable host country, with solid state backing, a passionate basketball fan base, and proven experience in organising major international events. At the same time, the campaign sought to make public and fan support visible, giving the bid a strong emotional and societal mandate.

Challenges

  • Estonia entered the race to host EuroBasket 2029 in competition with larger countries that had significantly greater resources.
  • We needed to prove that, despite being a small country, Estonia had the necessary organisational experience and professional capability to host an event of this scale.
  • Since the number of public votes itself did not play a significant role in the selection process, we had to find a way to make public support strategically meaningful and turn it into a clear signal for FIBA members.

Strategy

We built the entire strategy around three pillars.

  • First, our event had state support, funding, and national readiness, demonstrated through the backing of the President, the Mayor, and the Ministry of Culture.

Kersti Kaljulaid recorded personalised video messages for all 28 FIBA members. We also involved the Mayor and the Minister of Culture in the presentation process.

  • Second, Estonia has a large and dedicated basketball fan base that would attend the games and fill the arenas.

We launched the EuroBasket 2029 support campaign, “Our Time. Our Game” to make the support of fans and the wider public visible.

  • Third, we highlighted Estonia’s extensive event management experience by showcasing previous major basketball events as well as other large-scale events organised in the country.

In the final presentation, we highlighted the organising committee’s strength and broad experience in delivering a range of events. This helped us structure the overall narrative of the bid so that it felt credible, emotional, and well-substantiated.

At the heart of the project was the support campaign “Our Time. Our Game” through which we visualised the backing of fans and the wider public.

Although the campaign was not aimed simply at collecting votes, it helped make support visible and gave Estonia’s bid a strong emotional mandate.

Results

The campaign helped increase the visibility of Estonia’s bid and strengthened its image as a capable, well-supported, and emotionally compelling host country. As a result, we brought home the win: Estonia will host the 2029 FIBA EuroBasket.

14

media coverages

179,000

views on Instagram and Facebook

16,740

Signatures collected through the support campaign

Meta team

Ergo Kukk Consultant

Ann Hiiemaa Partner and team lead

5 min read

100 Years of Industry. 100 Works of Art. An Anniversary as an Investment in the Future

Words by Stina Pley
On 13.03.2026

Viru Keemia Grupp’s main communications challenge lies in operating in a sector that is often perceived in the public sphere as highly technical, distant, or deeply polarising. A traditional anniversary campaign would mainly have resonated with people already familiar with the field, but it would not have helped build trust or broader public understanding.

The strategic decision was to move away from tightly controlled messaging and instead create a platform for public discussion through culture. To mark the 100th anniversary of the oil shale industry, VKG chose not to rely on conventional corporate communications but to open itself up to social dialogue by bringing industry and art together for the first time in an exhibition on the scale of a biennial. Art was deliberately chosen as a medium capable of translating a complex and controversial industry into a human, emotionally accessible language and reaching new audiences.

At the core of the creative concept was a bold choice of format: the company’s anniversary took shape as a biennial-scale exhibition. More than 60 students took part in a summer internship at VKG and in Ida-Virumaa, experiencing the industrial landscape first-hand and interpreting what they saw through their own personal and independent perspectives. The result was an exhibition of more than 100 works of art, created in collaboration with the Estonian Academy of Arts, exploring the past, present, and future of the oil shale industry.

Results

  • The exhibition brought together industrial Ida-Virumaa and Tallinn’s art scene, connecting communities that would not normally have much in common.
  • The project placed the oil shale industry at the centre of cultural and public discussion and shifted the tone of the debate from confrontation to reflection.
  • The exhibition generated an estimated 706,538 contacts through nationwide media coverage.
  • In total, the project received 21 pieces of earned media coverage across television, radio, and print/online media, with an estimated media value of €318,811 (based on ROI calculations). The topic was covered by all major television channels, including AK, OP, K2 Telehommik, and TV3 Uudised.
  • On social media, the project reached more than 170,000 contacts, while digital advertising generated more than 752,000 contacts.
  • The project provided internship experience for 14 mentors and 65 Estonian Academy of Arts students, and for many of the students, it was their first opportunity to participate in a major public exhibition.
  • Nearly 1,000 people visited the exhibition. Special events were also organised for children, and works by the young artists were acquired for the art collections of a private company and private collectors.

21

earned media coverage

706 538

contacts through nationwide media

922 000

contacts through social media and digital advertising

Meta team

Stina Pley Senior consultant

Janet Nigula Consultant

4 min read

How Did We Get People In Estonia To Think About Their Health?

Words by Grete-Liina Roosve
On 10.11.2025

What’s the state of Estonians’ health, where are the weak spots, and what needs to change in the healthcare system? These are just some of the questions that Statistics Estonia (Statistikaamet), the National Institute of Health Development (TAI), and the Ministry of Social Affairs set out to answer with the Estonian Health Survey running from May 2025 through the end of the year.

The Estonian Health Survey has been conducted since 1996 and is the country’s largest health study. At both the national and EU level, large-scale health data are collected through surveys like this, where people answer questionnaires online or by phone. In May 2025, the fifth wave of the survey began. We worked with Statistics Estonia to broaden the survey’s reach and visibility.

Challenges

  • The media is results-driven: why would a journalist cover a survey that doesn’t have results yet?
  • How do you reach, meaningfully, both a 15-year-old and an 85-year-old and get them to actually take part in the survey?
  • How do you engage men, who proportionally respond less often to health surveys than women?

Strategy

Our initial plan was to use results from previous years to build a compelling time series for PR. However, the survey methodology has changed so much over time that, because of data gaps, it wasn’t statistically sound to present results that way.

So we pivoted and focused on sub-themes within the Health Survey. We chose physical activity, alcohol use and smoking, young people’s health, and inequality. We created a strategic communications plan that integrated multiple channels, media formats, and spokespeople across those themes.

First, we wanted to build context around the survey: what it is, why it matters, who needs to respond, how it’s conducted, and what it involves. Thanks to targeted media outreach, explanatory interviews and articles about the survey appeared on the radio, TV, and online. We earned coverage in Eesti Päevaleht (EPL), “Reporter,” Kuku Raadio, Retro FM, Tervisegeenius, Rus Delfi, and Äripäeva Meditsiiniuudised. Youth health, inequality, and alcohol use were featured on Raadio 2 (R2), Delfi Tervis Pluss, and Tervisegeenius.

But to reach more people across ages and socio-economic groups, we knew we’d need to go beyond classic interviews and articles and tap other formats and channels.

We therefore spotlighted the “movement” theme with an open workout tied to the survey, inviting well-known Estonian male actors to a reformer Pilates class. This also highlighted men’s health and the fact that women tend to respond to health surveys more often, even though collecting men’s health data is essential. The class was covered by “Ringvaade” reporter Kaidor Kahar, who took part himself.

The segment went on to ERR’s website and social channels, and to Kroonika, where the focus turned to the actors’ alcohol use and smoking.

A Member of the European Parliament popular among young people, Jüri Ratas, also showed his support, posting a social-media video urging people to take part. Because the survey targets everyone in Estonia aged 15 and up, social media was the most effective way to reach younger audiences.

PR alone isn’t enough

Large campaigns like this can’t rely on PR alone – you also need paid advertising and social-media videos. Our creative partner, agency VAAS, produced the survey’s video ads.

The concept was simple: hold up a mirror to today’s fast-paced society and appeal to people’s conscience to look beyond themselves. The protagonist is a young boy who literally steps into the shoes of a pensioner, a working-age adult, and a teenager. Through unusual, humorous scenarios, he shows how each audience reacts when invited to take part in the survey: “I’d answer if I had the time.” In the final scene, the boy steps back into his own shoes and makes a plea: “Please make the time.” If not for yourself, then for future generations – the ones who will be affected most.

The videos had a very broad reach: across Facebook, Instagram, and YouTube, they reached 632,168 unique users and achieved 4 million views – almost four times our original target. Audience feedback in the comments was notably positive, praising the fresh, original concept. Many agreed with the societal concern and supported the campaign’s message.

Results

Doubled

the target for unique media placements

Over 4 000 000 times

the social media clips were viewed

Nearly one in two Estonians

saw the campaign cumulatively

Meta team

Grete-Liina Roosve Consultant

Janet Nigula Consultant

2 min read

How We Won Over IT Professionals by Speaking Their Language – Code

Words by Gregor Sibold
On 11.07.2025

Estonia’s ICT sector is facing a severe labor shortage: by 2027, an estimated 40,200 specialists will be needed, but the education system currently produces only a fraction of the required workforce. Although around 1,300 students graduate in relevant fields each year, one in five drop out of vocational IT programmes, and a significant number never end up working in their initially chosen profession.

Education and Youth Board’s IT Academy programme aimed to halt this trend early on, and the solution had to begin in the classroom by bringing today’s professionals face-to-face with students to bridge the gap between education and the real world. Developers and IT specialists were brought into classrooms to share their experience through inspirational talks or as part-time teachers.

But to make this happen, we had to find a way to engage a target group that is constantly exposed to countless campaigns and is so digitally literate that they can easily ignore any message that blends into the mass.

A Distinctive Approach

To achieve the desired results, we launched an integrated campaign called KooliToodiKoodi (“Code Brought to School”), built on three mutually reinforcing pillars:

  1. Interviews and traditional media outreach, which raised overall awareness and explained the essence of the campaign.
  2. Persona-based content creation, focusing on the practitioners’ own stories to bring relatability and a human touch to the campaign.
  3. A distinctive digital campaign, linguistically tailored to the target audience, speaking to IT people in their native tongue – code.

The comprehensive strategy included broad media coverage as well as tactical digital channels, carefully chosen based on where our target audience actually spends time. Throughout, we ensured that activities in one channel helped support the following ones. At the same time, we placed particular focus on standing out from the crowd – to capture the attention of this hard-to-reach audience, we had to offer them something they wanted to notice.

Bold and Eye-Catching Messaging

Capturing the attention of IT professionals with conventional, mass-blended campaigns is practically impossible. These talents are used to a flood of recruitment ads and have such a high level of digital literacy that they automatically filter out unnecessary content in their daily media and online consumption.

Therefore, we created ten different ad variations, all built around unique IT terminology. Each term was chosen to retain its original meaning within the IT world, while also clearly communicating our key message: come speak at a vocational school as an inspirational guest. We presented the messages both as text and in pseudocode format, further enhancing their appeal to IT professionals.

The ads ran during the campaign period across three main channels: Facebook and Instagram for broad reach (as they remain Estonia’s most widely used social media platforms), DigiPRO to engage executive-level professionals in the tech startup sector, and Reddit, targeting IT specialists more specifically.

In total, the digital ads were displayed nearly 1.8 million times.

Media

To support the digital campaign, we also carried out a range of media initiatives aimed at explaining the campaign more broadly, featuring practitioners already involved in vocational teaching and encouraging the target group to consider following their example.

During the campaign, we gained coverage in Estonia’s leading media outlets:

  • An interview on Terevisioon (Estonian national morning TV show)
  • An interview on Vikerraadio’s “Huvitaja” program
  • Two exclusive feature stories with practitioners
  • Press release coverage

According to audience data from media outlets, the media activities reached nearly 700,000 people.

Results

The campaign helped IT Academy achieve its goal by engaging a sufficient number of interested professionals. The initiative was warmly received in the field, and people working in the sector praised its distinctiveness and striking execution.

The Campaign in Numbers:

1,8 milion

Digital ad impressions

8

Media coverages

700 thousand people

Media reach

3 min read

How One Simple Question Led to Prisma’s Most Successful Price Campaign to date

Words by Stina Pley
On 09.06.2025

“Cheap potatoes from this store, discounted meat from another, and reduced-price cheese from a third.”… Sounds familiar?

Due to the most prolonged economic recession in Estonia’s history, people are more focused on saving money. At the same time, retailers try to keep every customer by trumping each other with various discounts and yellow price tags. The result? It often seems like every store always has a campaign and is claiming to offer the best price.

Problem: oversaturation of price promotions and dispersion of value offers

The problem: over-saturation of price promotions and dispersion of value propositions. With retailers competing to offer the most significant discounts, it becomes increasingly difficult for people to distinguish between retail chains and their value propositions. Furthermore, due to austerity pressures, around 25-40% of people have started shopping at a different store from their main one. 67% of people are willing to spend more time, their most valuable resource, to get a bargain (Norstat, 2024).

It is difficult to stand out in this maze. Even harder to be remembered.

Instead of Bombarding People with Info, We Simply Asked

Prisma stood out in the fiercely competitive retail marketing landscape with a clever message: “Why don’t we just shop at Prisma?”, coupled with inclusive audience engagement. Rather than amplifying societal concerns, we used PR to get people to notice their own behaviours and offer solutions.

We launched a price-voting campaign, giving people the opportunity for the first time to directly choose which products should be included in Prisma’s special offers. The online voting took place across Prisma’s channels as well as Postimees and Delfi.

We partnered with long-term influencers who shared personal saving tips and brought in experts from various fields to help people adjust their consumption habits. For instance, Karmo Nigula and his family committed to visiting only Prisma for 100 days, documenting their observations, wins, and challenges.

“Why don’t we just shop at Prisma?”,

Substantive activities provided an opportunity to get the media coverage they deserved. The campaign slogan “Why don’t we just go to Prisma?” was also launched. The most viral and highly engaging marketing conversation of 2024, connecting competitors and consumers alike. It was a way to remind customers that Prisma is one of the few retail chains that offers consistently low prices.

The Results in Numbers

Getting people to think, engage, and offer solutions during a difficult time was successful, resulting in Prisma’s most successful price campaign to date, which was awarded a bronze medal in the 2025 Golden Egg competition in the corporate communications category. On social media, the campaign became the most viral phenomenon of the year.

Nearly 1,000

people participated in the price vote

over 18,000 reads

The “100 Days with Prisma” experiment received reads on Postimees

500,000 views

Influencer posts reached views across platforms

over 15

earned media pieces, saving approx. €12,000 in media spend

75% (+14 pp)

Campaign recall within target group

84% (+15 pp)

Recall among competitors’ customers

  • Investment efficiency: 3.7× lower investment than the competitor who spent the most during the same period.
  • Cost per awareness point: 2.2× less than the highest-spending competitor.

Lessons Learned

  • Simplicity resonates: In an overwhelming market, it pays to try simple approaches—even when tempted to go with the flow.
  • Repeats-repeats-repeats. Take the time to find influencers and partners who resonate with your target audience and engage with them over a longer period. This will create a sense of identification and help your messages take root.
  • You can’t plan virality, But you can create content and context where it’s possible.

Meta team

Stina Pley Senior consultant

Anett Veske Consultant

3 min read

How we brought together 13 different partners for Heart Month…

Words by Merilyn Säde
On 12.05.2025

… and we made the skyscrapers of Tallinn thump to the beat of our hearts.

In Estonia, April has been Heart Month for decades and it is in spring that more attention is paid to heart health. How to talk about a topic that has been talked about every year for 32 years in a row? How to reach the target audience?

Every year, different agencies involved in heart health work together or in parallel, but this year, we decided to bring all the different parties together around the table and do something for heart health in Estonia.

The campaign “Numbers that break your heart” brought together 13 different partners for a common goal: Amgen, Synlab, the Health Insurance Fund and the Health Insurance Fund’s partner Exercise Fitness Competence Centre, the Estonian Society of Cardiologists and the Radisson Collection Hotel Tallinn, Skyon, LHV, Swedbank, and the Arter Quarter. The author of the creative solution, artist Marta Vaarik, and the team of technicians from Global Productions were also involved in the lighting installation.

Creative idea: Tallinn’s city centre beats to the heartbeat

In order to talk about a topic that has been talked about for 32 years in a different way and to draw attention to it from a slightly different angle, we asked artist Marta Vaarik for help and advice. Marta is an interdisciplinary artist who works in various genres and forms and is known for breaking down traditional narratives.

Together, they came up with the idea of bringing heartbeats to urban space—a heart that works inside us and for us every day deserves attention. Just as the heart works quietly, unnoticed, much is happening in the city that we don’t notice.

The result was a light installation on the skyscrapers of downtown Tallinn, which was undoubtedly the first of its kind in Estonia.

According to Marta Vaarik, it was a visual and emotional choreography in which light and movement became a metaphor for life itself. “The city was breathing, tumbling, and secretly telling us its stories,” she said.

Numbers that break your heart

The campaign focused on hard facts:

  • Cardiovascular diseases are the leading cause of death in Estonia, accounting for nearly 50% of all deaths.
  • It is estimated that half of all people in Estonia have high cholesterol, one of the main risk factors.

But we didn’t just choose a strategy to deliver statistics; we wanted to connect the numbers and everyday emotions, the real cases. That’s why we brought in people who have faced heart disease themselves to tell their stories, as well as those who treat people every day.

For example, well-known TV personality Kristjan Jõekalda shared his story of how he had a heart attack at the age of 51 and what life is like now, almost three years later.

Cardiologists Margus Viigimaa and Martin Serg contributed to a series of TV and radio interviews, sharing their experiences and thoughts on their day-to-day work and what should be done to ensure our hearts are not in such a bad state. In addition to numerous TV and radio appearances, articles were also published in various Estonian publications and online portals.

To reach decision-makers and policy-makers and invite experts and professionals to contribute their thoughts, we decided to organise a Heart Month conference at the beginning of April in the Riigikogu. On the same day as the conference, Synlab offered members and staff of the Riigikogu the opportunity to test their cholesterol. In total, more than 70 people had their cholesterol tested during the three-hour event.

Time:

Active activities: 1-20 april

Preparatory period: mid-January to end of March, i.e. about 2 months.

Channels:

  • Heart Month conference at the Riigikogu
  • Synlab cholesterol testing bus at the Riigikogu
  • Lighting installation on high-rise buildings in Tallinn city centre
  • TV and radio interviews
  • Social media posts and coverage (Marta Vaarik’s social media, LHV, Synlab, Radisson and other partners’ social media coverage of the light installation).

Target group:

men and women aged 40+

Exclusion:

  • A much-talked-about theme: heart month has been organised in Estonia for decades, which means that people talk about it and campaigns are run every year. How can we stand out and raise awareness this time?
  • Multi-stakeholder: there are many stakeholders involved in heart health, each with their own responsibility and focus and communication.
  • Realising an innovative idea: to organise a lighting installation on high-rise buildings in Tallinn city centre.

RESULTS

Heart Month was discussed on social media (posts by politicians, posts by project partners, e.g., on the LHV Instagram account, and posts by Marta Vaarik).

Heart Month case-study video.

25+

Earned media coverage (portals, print, TV and radio).

Over 70

people tested their cholesterol at the Riigikogu

Nearly 300 times

The Riigikogu conference was watched

4 min read

How to Stay Relevant as a Brand in Local Pop Culture? McDonald’s x villemdrillem meal

Words by Kerli Soe
On 12.02.2025
Client McDonald’s

What happens when you combine one of Estonia’s brightest pop stars with the world’s most beloved restaurant chain? The result is more than just a delicious meal – it’s a campaign that got young people talking, sharing, and creating. Villemdrillem’s exclusive meal was part of the McDonald’s global Famous Orders campaign, tailored specifically for Estonia. The perfect harmony between the artist and the food turned it into an event that got young people talking, sharing and creating. Why are collaborations like these important for brands, and how do they come to life?

The Challenge

McDonald’s wanted to connect with a younger audience – the TikTok generation, which expects more from brands than ads. McDonald’s needed something authentic and engaging to capture their attention and give them a reason to participate and share their experiences. The key to success lies in finding a partner whose voice resonates with young people in an inspiring and relatable way.

Objectives

  • Increase McDonald’s brand visibility and trust among younger audiences.
  • Position McDonald’s as a brand that understands and connects with local pop culture.
  • Create an iconic collaboration and reach the target audience through a trusted spokesperson.
Campaign video

Creative Solution – An Iconic Meal

At the heart of the campaign was a universal truth: everyone has their favorite meal at McDonald’s. Through target audience analysis, we identified that personalization is crucial for young people, which meant creating something both personal and meaningful.

To bring this truth to life, it was essential to find an authentic partner who shared the brand’s values and love for McDonald’s meals. This led us to collaborate with villemdrillem, a highly popular hip-hop artist in 2024, who has a genuine connection to the brand. Together, we created the limited-time villemdrillem meal.

The collaboration between villemdrillem and McDonald’s wasn’t just about creating a meal combo — it was a seamless blend of his personality and the McDonald’s brand. The 24-year-old artist was given creative freedom to ensure his unique style shone through in the campaign, from the meal’s composition to the design of its visual elements. Through this campaign, we emphasised that McDonald’s is more than just food — it’s a part of the culture and an experience that anyone can make personally meaningful.

Through this campaign, we emphasised that McDonald’s is more than just food — it’s a part of the culture and an experience that anyone can make personally meaningful.

Villemdrillem x McDonald’s. Photo author: Kaarel Metssalu

What We Did?

  • The Artist as a Creative Partner: villemdrillem wasn’t just the face of the campaign – he was its heart. Every detail, from designing the meal to producing social media content, embodied his personality and love for the brand. This authenticity naturally fostered trust and excitement among young audiences.
  • Harnessing TikTok and UGC Power: To connect with young audiences, we focused on platforms where they spend their time – TikTok and Instagram. Villemdrillem shared energetic, humorous posts that inspired his fans to try the meal and share their experiences. TikTok users responded enthusiastically, creating organic reaction videos that amplified the campaign’s momentum.
  • Beyond Social Media: While the campaign’s core focus was social media, it naturally extended into traditional media, gaining coverage on various radio stations and in major publications across Estonia.

Results That Speak for Themselves

McDonald’s and villemdrillem’s partnership didn’t go unnoticed. TikTok became the campaign’s crown jewel, with organic videos driving significant engagement:

8

earned media features

1.3M+

reached people through media

Over 350K

views on UGC TikTok videos

13.5%

growth in product category during campaign period

Over 2M

people saw campaign in media

Villemdrillem and McDonald’s collaboration proved that modern consumers are drawn to more than just products – they crave meaningful experiences and stories that brands can tell. Success lies in refreshing a menu and choosing the right partner – someone whose values and authenticity resonate deeply with the audience. This kind of genuine and thoughtful collaboration builds trust for both parties, strengthens a sense of community, and inspires people to engage with the brand.

5 min read

International Media Analysis as a Cornerstone of Strategic Event Marketing

Words by Liisa Kaseorg
On 29.01.2025

Organizing international conferences is more than just executing an event—it is an opportunity to shape trends in the sector and highlight local and global success stories. Choosing the right themes, speakers and PR strategy can turn an event into a key industry gathering that attracts the attention of both experts and the broader public.

Last October, the Estonian Space Office organized the International Software Defined Space Conference (SDSC), focusing on software development and cybersecurity in the space industry. As a PR partner of the conference, Meta Advisory helped raise the conference’s international and domestic visibility and strengthened Estonia’s position in the space sector.

Our activities, therefore, had three main focuses:

  • attracting international journalists to attend the conference,
  • highlighting stories related to Estonian companies in both local and international media,
  • activate the space community on social media.

The Role of Media Monitoring in Building Strategy

A key role in the communication activities was played by the in-depth media analysis carried out for the Estonian Space Agency before the conference. We used the international media monitoring tool Meltwater to analyze space infrastructure and cybersecurity topics covered in European and North American media from 2020 to 2024.

International Media

Just as gaining media coverage for niche topics in Estonia is challenging, it is even more difficult to secure a spot in tier 1 publications internationally. How can we effortlessly find journalists and publications interested in space-related topics? Once again, we turned to Meltwater for support.

The monitoring tool helped us map out potential journalists to invite to the conference. We sent them personalized invitations, emphasizing the conference’s uniqueness, introducing panels aligned with their interests, and highlighting Estonian and international experts participating in the event. We showcased success stories from Estonian companies in the space sector to further spark interest.

For journalists attending the conference, we offered the opportunity to visit Estonian space technology companies. As a result of one interview, an article was published on space.com, which was cited in more than ten international publications.

Estonian Media

The space sector is a complex and in-depth field with a specific audience. Unlike the international media, no publications or journalists specialize in space in Estonia. Therefore, it was essential to find engaging and trendy topics that connected the space industry with broader societal impacts, presented from an interesting angle, and appealed to the general reader.

Additionally, we aimed to explain why the space sector is vital for a small country like Estonia and to provide an overview of its current state. To achieve this, we encouraged representatives of Estonian companies to participate in radio shows and offered them interview opportunities to increase interest and awareness of the sector’s developments.

Elon Musk is a name that sells in the media. Therefore, we linked Estonian companies’ space experience to Musk’s Starlink activities and discussed what expanding a single company’s influence in the space industry means from a cybersecurity perspective.

Activating the space community on social media

Conference participants recognize SDSC as a great meeting place for industry colleagues—a venue to see what others are working on, share experiences, and exchange ideas about the future of the space sector. We aimed to activate these messages on social media before the conference. To achieve this, we invited both Estonian and internationally recognized thought leaders to share their past experiences with the conference on LinkedIn.

International media analysis and targeted communication helped bring Estonia’s space sector success stories into both domestic and international media, thereby increasing interest in the conference as well as Estonia more broadly. As a result, Estonian companies were highlighted, and the development of the space industry was supported.

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