Back to School campaign for Tele2
We ran a back to school campaign on Tele2’s social media channels to raise awareness of Tele2’s school offers. The campaign focused on parents “sending their kids back to school” — and the humorous fact that many parents struggle to understand their children’s modern slang and Estonglish. The goal was to create engaging, youthful content that resonated with multiple generations, strengthened Tele2’s brand visibility, and positioned the company as bold, up-to-date, and creative.
How?
The campaign unfolded in two main phases and one follow-up:
1. Slang tutorial video – a young Tele2 employee “translated” a slang- and Estonglish-filled text into clear Estonian.
2. Vox populi-style slang quiz video – Tele2 employees tested their knowledge of youth slang on camera.
3. Classroom tests – three consecutive quizzes based on the content of the earlier videos. Participants who completed all quizzes correctly entered a prize draw.
The videos were humorous, authentic, and featured real Tele2 employees, creating an approachable and trustworthy tone that connected with audiences.
Results
The campaign content was bold, fresh, and youth-oriented, generating strong engagement across Facebook, Instagram, and TikTok.
Reached nearly 200,000 unique users.
All pieces of content received notable engagement, with both younger and older generations discussing slang in the comments.
The most successful content featured real Tele2 employees, proving that genuine stories with authentic people resonate the most.
The campaign increased Tele2’s brand awareness and reinforced its image as a bold, innovative, and culturally relevant brand.
Recognition
At Kuldmuna 2023, the campaign was awarded:
Gold – PR Campaign category: Brand Social Media Communication
Bronze – Marketing Communication category: Social Media Campaign
Shortlist – Marketing Communication category: Social Media Post