I Started This

Stories about real entrepreneurs and ways to become one

What did they want?

Inklusiiv is a non-profit with a mission to advance diversity and inclusion in working life.

The I Started This campaign breaks entrepreneurial stereotypes and updates the entrepreneurship discussion to the present day while inspiring more people to pursue entrepreneurshipregardless of their background.

Inklusiiv was looking for a multi-talented agency who would design the campaign website in an original, engaging style as well as the visual identity and advertising campaign of I Started This.






Non-profit organization


WordPress-development, Visual identity, Digital Marketing


10 000-30 000 €

I Started This WordPress-verkkosivut
"Working together with Kokku was pleasant, and we knew we would like to work with them again. As we have already done. Their accountability really impressed us."

Website highlighting the diversity of entrepreneurship


The campaign was implemented on the campaign website, social media and online event. The aim of the campaign was to reach the widest possible audience through multiple channels. As the starting point of the campaign was breaking stereotypes and updating the image of entrepreneurship to the present day, the website was also implemented with a modern touch and colorful look. The campaign page was playful with interactive elements, such as Can you do it? – questionnaire.

Visual identity of the campaign


We designed a memorable visual identity for the  I Started This – campaign that stands out from the crowd. The eye-catching colour scheme and the implementation of the front-page carousel in keeping with the magazine were a bold strategic choice. The campaign’s 47 partner companies were showcased on the site using pop-up elements.

Brand & visual guidelines


We defined the tone of voice for the communication of the campaign in all the channels used. The aim of the campaign was above all being relatable source of information. The brand attributes of the campaign were authenticity, diversity, curiosity and community. The tones of communication were described by the following adjectives: encouraging, open, inspiring and clear.

"The campaign’s visual design was on point. It delivered everything we had hoped for: it was inclusive, fresh and spoke well with the target audience. We loved it and so did many others according to the feedback we have received."

Custom-made illustrations and icons


The entrepreneurship data was turnedinto concise and easily digestible infographics for social media and the campaign page.

"The help we got from Kokku to the campaign marketing, was really valuable and we couldn’t have done it without Kokku to the extent that it was now carried out. Cooperation was smooth, flexible and helped us to map campaign success."

Digital Marketing: Instagram, Facebook, LinkedIn and Google Ads Campaign


The active phase of the advertising campaign took place 14.9-2.10.2020. After that the campaign continued with after marketing phase 3.10-26.10.2020 focusing on brand awareness. The content of the campaign consisted of role model posts in social media, blog articles and event advertisements which were produced by Inklusiiv and advertised by Kokku.

The online event Updating Entrepreneurship to 2020 was at the heart of the campaign and event Advertising reached 50,000+ users interested in entrepreneurship on Facebook and 11,000+ on LinkedIn. Livestream’s global attendance was 300+.

The results of the advertising campaign


Reached users:

Instagram 280,000+

Facebook 450,000+

LinkedIn 29 800+


The entrepreneur stories on the website were read more than 8,000 times. Inklusiiv social media channels gained hundreds of new followers thanks to campaign advertising.

Visual brand book

I Started This visual guideline was implemented together with Inklusiiv to support the campaign’s coherent visual identity and communication. The brand book summed up the campaign’s recognizably colorful look, which was repeated both on the campaign website and on social media channels. The guidelines included both the color scheme of the campaign and the communicative tone of voice.

Digital campaign booklet

A comprehensive digital booklet included campaign’s 24 role model stories.

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