Zetland's Finnish sister title used the tried-and-tested method of turning existing readers into the most reliable source of audience growth
Forget expensive marketing campaigns and influencer partnerships. When Zetland's Finnish sister publication Uusi Juttu needed to grow fast, it turned to its secret weapon: its own readers. Armed with nothing but referral links, talking points, and a leaderboard, the outlet's ambassadors brought in more than 10,000 new members in just 21 days—proof that in media, community isn't just king, it's the entire kingdom.
Dannish Zetland is no stranger to ambassador campaigns. In 2016, it launched a crowdfunding campaign aiming to sign up 1,000 supporters and raise 170,000 kroner (about £19,000). The campaign exceeded expectations, attracting 1,388 backers and raising over 533,000 kroner (£60,000).
This brought in further investment of some 8 million kroner (about £900,000) to fund its relaunch.
Zetland's member base later grew to 40,000, and this year the title launched a Finnish sister outlet - Uusi Juttu - which now has 30,000 members, exceeding its 20,000 end-of-year goal
Jacob Granger
The Zetland philosophy: Community - not content - is king.
"We don’t see our readers as passive consumers," explains Jakob Moll, Zetland's co-founder and international director, a role that looks at potential markets to expand into.
"They are our partners, our ambassadors, and our best advocates."
Lea Korsgaard
But how did Uusi Juttu gain 10,596 members in just three weeks? They simply gave their loyal audience members the tools, talking points and referral links to invite their friends and families.
About 10 per cent of new members chose not to pay anything, as the campaign worked on a 'pay what you like' model.
It also had an ambassador leaderboard, where the top referrer secured six new members, averaging 6€.
Here are Moll's top tips:
1. Community-driven growth outperforms traditional marketing
Word of mouth and personal recommendations are a fraction of the price of traditional or influencer-led advertising. A peer-to-peer approach creates a sense of ownership and excitement that no paid campaign can match.
2. Trust and personal connection drive higher conversion and retention
Ambassadors weren’t just sharing a link—they were vouching for the product. This personal endorsement led to much higher conversion rates than typical digital marketing. New members who joined through an ambassador were more likely to stay, participate in events, and provide feedback, because they felt part of a trusted community from day one.
3. Ambassadors need support and recognition
Zetland provided ambassadors with clear messaging and regular updates on the campaign’s progress. Ambassadors were celebrated and kept in the loop, reinforcing their sense of belonging and motivating them to keep spreading the word.
4. The model builds a feedback loop for product improvement
Because ambassadors and new members felt invested, they were more likely to share honest feedback and suggestions. This created a virtuous cycle: the product improved, which made it easier for ambassadors to recommend, which brought in more engaged members.
5. Cultural adaptation is key
Zetland didn’t simply copy and paste its Danish model. The team worked with local Finnish journalists and community leaders to ensure Uusi Juttu's tone, content, and onboarding felt relevant and welcoming to Finnish audiences. This local adaptation was crucial for credibility and growth.
Next up for Zetland is expansion into Norway and the uncharted waters of Germany, after being acquired by Bonnier News group in October 2025.
This article was drafted by an AI assistant before it was edited by a human
