Which brands are currently making the strongest impression with their advertising in Finland?

YouGov BrandIndex provides daily insights into public perception across 16 key brand health metrics, highlighting the brands that are most effectively engaging consumers.

In September 2025, Tjäreborg was named YouGov’s Advertiser of the Month in Finland, following a remarkable 11.4 percentage point increase in Ad Awareness, rising from 10.0% to 21.4% by the end of the month. This surge reflects the brand’s effective advertising strategy and strong consumer resonance.

Tjäreborg’s recent success aligns with its digital-first marketing approach, supported by a lean and agile team including a Digital Campaign Manager and Social Media Manager. The brand has focused on personalized travel experiences, leveraging data-driven campaigns and targeted messaging to engage Finnish travelers.

Volkswagen Drives Emotional Engagement

Volkswagen also saw a strong uplift in Finland, with Ad Awareness increasing by 10 percentage points, from 14.4% to 24.4%. This growth coincides with the brand’s “YourVolkswagen” campaign, a social-first initiative spotlighting real-life stories from passionate Volkswagen drivers.

Running across platforms like TikTok, Pinterest, and Meta, the campaign blends authenticity with emotional storytelling, supported by digital-out-of-home placements in major cities. The campaign’s success demonstrates Volkswagen’s ability to connect deeply with its audience while reinforcing brand loyalty.

H&M Captures Style-Conscious Shoppers

H&M recorded a 9.5 percentage point increase in Ad Awareness, climbing from 13.9% to 23.4%. The brand’s performance reflects its fast-fashion agility, sustainability messaging, and digital innovation.

Recent campaigns have emphasized inclusive fashion, recycling programs, and collaborations with designers and influencers, helping H&M maintain relevance across generations. The brand’s omnichannel strategy and social media engagement continue to drive visibility and consumer connection

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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of Finnish adults aged 18+ between September 1st and September 30th, 2025. Learn more about BrandIndex.