Blood, Sweat and T-shirts: Influencer marketing for public service media

Blood sweat and T-shirts is a format series that sends young adults abroad to experience first-hand the way clothes are being made. Esa Kukkonen, Media partner at Yle Creative Content and Media, shares how Yle used casting, content creation and influencers to spread information and awareness about the show and shone a light on the global impact of the fashion industry

Esa Kukkonen (Yle)