Finland’s case regarding the Lifestyletest is unique compared to the other PSLifestyle project member countries, due to the fact the first iteration of the Lifestyletest was originally released in Finland already in late December 2017. The widespread success of the original Lifestyletest – more than 1.5 million tests made in a country of 5.5 million inhabitants – resulted in growing interest towards a similar product in other countries outside of Finland. This interest ultimately led to the creation of the PSLifestyle project and the release of the new and improved Lifestyletest that built on the success of its predecessor.

Due to the original Lifestyletest’s overwhelming success, the test itself had already become more or less ‘mainstream’ in Finland and saw a steady flow of organic traffic each month. This existing traffic and general popularity and widespread recognition of the Lifestyletest allowed the Finnish PSLifestyle project team to aim for a rather ambitious goal of 500 000 tests taken and 50 000 plans created until the end of the project in September 2025. Additionally, the Finnish team could brand the launch of the PSLifestyle project’s Lifestyletest in August 2023 as the ‘Renewed Lifestyletest’ (Uudistettu Elämäntapatesti in Finnish) and focus on promoting the new features of the test instead of creating a launch campaign for an entirely new product.

A major part of Finland’s launch activities was ensuring a smooth transition from the old Lifestyletest to the new one, in particular keeping the organic traffic that the original test had reached each month. Because of the existing organic traffic and the chance to reach a relatively large number of Finnish citizens through Sitra’s own channels, the Finnish team decided to prioritize partnerships that 1) could directly engage citizens to take the test and especially to create a personal plan, and 2) lead to long-term activity, such as the test being used in learning materials or a long-term commitment to use the test in an organization. 

In addition to partnerships with other organizations, the Finnish team has found great success in paid social media ad campaigns and in particular collaborations with social media influencers. There have been two influencer campaigns in Finland, first around Black Friday in late 2023 and the second in Spring 2024, around the Finnish Overshoot Day in April. The key learning regarding the influencer campaigns has been that it’s extremely beneficial to build the campaign around a specific and relevant event or time-period. Future plans include further ad campaigns promoting updates in the tool (such as the new results page with the ‘MyProfile’ feature) as well as possibly doing another round of influencer campaigns in late 2024/2025.