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Junction
Junction is a prominent, not-for-profit hackathon organizer based in Espoo, Finland, that hosts one of the largest hackathons in Europe and the world. Founded in 2015, the organization brings together developers, designers, and entrepreneurs from around the globe to create functional prototypes and solve real-world problems over a 48-hour event.
The Challenge
Junction needed to market a huge 48-hour event in Helsinki without relying on paid ads. As a not-for-profit organization with a small full-time team and hundreds of volunteers, they had to build awareness, excitement, and trust organically.
The challenge was even bigger because:
- Their audience was global, technical, and hard to reach through traditional marketing.
- Social media did not initially seem like the obvious channel for coders and hackers.
- They needed to stand out in a competitive event space while keeping the brand authentic and community-led.
Meridian’s Approach
Meridian worked with Junction for 12 months and built a strategy around audience research, community storytelling, and creative brand collaboration.
We focused on:
- Understanding coder behavior, pain points, interests, and online habits.
- Building a strong organic presence on Instagram, TikTok, and LinkedIn.
- Introducing the team to create a more personal connection and show the people behind the event.
- Creating sponsor content that felt useful, relevant, and native to the audience instead of sounding like generic brand ads.
- Developing partnership campaigns that spoke the community’s language while still delivering value for sponsors.
We also produced creative collaboration campaigns with:
(click the name to see the campaign)
Meridian’s Results
Meridian’s Results
Junction became a globally recognized event within the coding community through organic social media alone.
Key results included:
- Instagram growth from 4k to 50k followers, a 700% increase
- TikTok growth from 0 to 9k followers
- LinkedIn growth from 3.5k to 5k followers
- Reels content reaching 14.3 million, 3 million and 1 million views on individual videos
- TikTok content reaching 3 million views
Meridian helped turn Junction into more than just an event. It became a brand that coders knew, followed, and engaged with around the world.
Finland’s strongest organic team? Ask us to prove it.
Tell us who you are, what you sell and what you'd like social media to do for you. We'll reply within 48 hours with first thoughts on where we'd start.
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