In 2018 a new competitor had entered the market and was aggressively taking over the younger customer segment (16-26) from the market. Based on client interviews it became apparent that SEB's brand image too conservative for youth.

Problem: SEB did not have an established process and channels how to communicate with youth outside of the campaign season

Solution: Creating and growing Instagram account dedicated for youth communication by providing relevant content around SEB's core values and offers for youth.

How: I was responsible to the content & copy for the first few months of proving the concept. Later on I collaborated with our external creative partners to run various campaigns and content on Instagram. During my time at SEB, I was very hands on with running SEB's Instagram. This was the first time SEB aslo used influencers for content creation - including running campaigns with microinfuelncers in collabiration with Promoty. At this time, SEB aslo went through rebranding some of the visual creative elements- from using multiple colors in the cube from (seen on the  right) to moving over the more minimal design and changing the color scheme (only using outlines and softer sunset colors)

 
Key words: entrepreneurship, financial literacy, sustainability, innovation.

Results: Within 9 months the account grew from 0- 1000 followers, and 2 years later the account had over 2000 followers in the desired age group

As the job market for young talent is competitive, we wanted to be more seen by university students and really present our sustainable approach to them. What not is the best way to do it then making it easier for students to commute with their bikes? So we launched branded Bikeep parking spots in front of Estonian universities. The messages included employer brand and product related messages such as:

The background: During my first few days at SEB it became painfully obvious that the youth offer was severely lacking behind what the competitors were offering and what our customers were expecting us to deliver. 

First, I strengthened our partnership offers by collaborating with relevant brands for youth such as Wolt, Tuul, and Münt toothpaste tablets to name a few. Secondly, in close collaboration with the the sales and product team, I pushed forward the launch of the sustainable plastic card.

What made this campaign special is the origin story of the idea. The concept of a sustainable bank card was developed by SEB's 2019 summer interns. The sustainable card contains 82% less plastic and helps SEB Eesti produce approximately 230 kg less plastic per year. So we hit two birds at once with the launch- recruiting summer interns and promoting the new product. The campaign was developed in collaboration with Age Creative and Havas agency. 

In addition to launching an attractive product offer, I wanted to try new media solutions too. In outdoor media we tested lenticular posters and in digital media we tested Facebook's instant experience, and scratch digital poster.

Results: the campaign's CTR was 10x higher compared to the previous ISIC card campaigns (0.25 vs 2.5), the sales results surpassed the KPI by 2.7 times and we received double the number of intern applications (160 vs 300). On top of the that the campaign was recognized by Kuldmuna jury. The same project material was later used to promote our Summer internship opportunities across all three Baltic states.

Problem: SEB had an amazing internship program: youth LAB. A 3-month paid internship opportunity where considerable amount of time was spent at innovation labs building a future banking solution. But as the program as new (launched in 2018) the program was heavily competing with competitors internship programs, and struggled attract a lot of talent, especially in Lithuania and Latvia. 

Goal: Get 600+ applicants over 3 countries to select top 70 to participate

Solution: I was leading 2 years in a row the recruitment campaign across 3 countries by collaborating heavily with HR, Baltic marketing managers, and innovation managers. I was responsible for building content on websites, social media, and leading the development of creative campaigns. In addition,I created social media content & supported our PR during the internship program.

Results: 2 years in a row that I was leading the recruitment activities, we received record number of applications compared to previous years. 

For the past year I have worked as a freelancer with multiple tech startups to increase their brand recognition and find alternative sales channels with affiliate marketing. 

Prep Expert is an ed-tech company that specializes in online SAT & ACT preparation. Prep Expert offers full-length live online courses, on-demand video courses, 1-on-1 private tutoring, and more. Prep Expert has helped more than 50,000 students around the world get into elite universities and win over $100 million in scholarships.

Goal: onboard new affiliates and generate yearly sales of $300,000 with affiliate marketing activities.

My role: I improved the efficiency of two various affiliate platforms in use, built up the in-house affiliate marketing program. Build up a engaged community of partners by creating a personalized communication, custom visuals and custom sales offers for the partners.

Results: By the end of August I had onboarded 20+ niche marketing partners and  generated over $250,000 of sales with affiliate marketing activities.