Work With Me
In the Woods, Dear is a growing outdoor media focusing on northern nature, nature destinations and tourism, hiking, camping, trail running, wellbeing and outdoor living.
I undertake commercial collaborations with brands and companies that align with the media’s subject matter, brands and values.
Collaborations may take the form of, for example, Instagram content, blog articles, product reviews, partnerships for long hikes, the production of photo and video material, or longer-term commercial partnerships.
Media Kit
- Website visitors in 2025: 200,000+
- Page views in 2025: 300,000+
- Peak months: summer
- Instagram followers: 4,800+
- Top 30-day Instagram impressions: 800,000+
- Maximum number of accounts reached on Instagram within a 30-day period: 150,000+
- Main countries of audience: IG Finland 82%, website Finland 75% & other countries mainly UK, USA
- Largest age group: 35–54 years, men 53–60%
- Pinterest: impressions over a 30-day period at its peak: 190,000+
In the Woods, Dear has grown organically through SEO, high-quality content and showcasing an authentic connection with nature.
Editor-in-chief
I’m Aino Parikka, a digital marketing and communications professional. And, of course, a passionate trail runner, solo hiker and nature photographer.
In the Woods, Dear combines my own experience of being out in nature with writing, visual storytelling, photography, drone photography and an understanding of how content influences the consumer’s perception.
My education and background
- M.Sc. (Marketing, Management, Digital Marketing, Brand Experience (BX))
- M.Sc. (Communication, Interactive Media, UI/UX, Digital Services Development)
- PhD candidate (Customer Experience Management CX/CEM)
- Digital services & website designer and developer
- Digital communications specialist
- Editor-in-chief of a magazine
- Head of Communications, Head of Marketing
- Has trained, lectured and led workshops on topics including content marketing and brand storytelling, customer experience management, quantitative methods in marketing research, website IA/UX, luxury brands, strategic brand development, organisational strategy
- B2B, B2C, non-profit organisations
Commercial collaboration with Aino
This collaboration is particularly well-suited to brands and companies whose products or services relate to nature, outdoor activities, hiking, trail running, outdoor living, wellbeing, tourism, accommodation, outdoor food, equipment, photography or the northern lifestyle.
A well-crafted story makes an impact. Series of articles and long-term partnerships can help improve your ranking on search engine results pages and reinforce your message and brand image with readers. An ongoing partnership is a significantly more cost-effective marketing method than a one-off advert.
Suitable partners include, for example:
- outdoor and clothing brands
- camping and hiking equipment
- trail running products
- camping food and sports nutrition
- tourism and accommodation businesses, as well as regional organisations
- nature related wellbeing and health services and products
- cameras, drones and photography equipment
- products related to cars, road trips and active outdoor living
Examples of commercial partnerships:
- Comprehensive product reviews covering hiking and trail running
- Adventure blog posts featuring your product
- An Instagram series from northern expeditions featuring your products
- Blog articles and Instagram posts focusing on a specific region: services, accommodation, events, etc.
- Useful training tips featuring your product in natural settings
- Tips for travel and hiking in your region, where I’ll mention your company
- A photo and video library for your company’s own use
- Drone and Reels footage of the destination
- Affiliate partnerships on my media channels
- A long-term partnership where your brand is regularly featured across a range of content
Example of a commercial collaboration on the website: Lightweight jackets for hiking: a trusted choice all year round (Addnature)
Sample prices for commercial collaborations
Collaborations are always tailored to the brand, product, campaign and usage rights. Below are a few examples of typical set-ups.
Instagram collaboration from €250 + VAT
Story content, product or service spotlight, links, tagging and statistics following the collaboration. Suitable as a light-touch test, to boost a campaign or to showcase a product in its natural setting.
Instagram carousel or Reels and Stories from €400 + VAT
One feed post or Reels, caption, tagging and commercial collaboration disclosures, plus Story content and statistics following the collaboration. Ideal for a product, service or location that offers a story, user experience or tips that will engage your audience.
Blog + Instagram from €950 + VAT
A blog article or user experience piece for the In the Woods, Dear website, along with a related Instagram post. Suitable for collaborations where you want a longer lifespan and visibility via search engines as well.
Extended partnership from €1,500 + VAT
A package comprising multiple pieces of content, in which the brand, product, service or destination is featured during a hike, trail run, photography trip or a longer content series. The package can include Instagram content, a blog, photos, short videos, drone photography/video, affiliate links or material for the client’s own use. Statistics provided after the collaboration.
Long-term partnership from €500 + VAT per month
A package comprising multiple pieces of content within an agreed scope, in which the brand, product, service or destination is featured, for example, on a hike, an excursion or a trail run. The package may include Instagram content, blog articles, photos, short videos, drone footage, affiliate links or material for the client’s own use. Monthly statistics and planning meetings.
The use of photo and video material on the client’s own channels, in paid advertising, on websites, in newsletters or in print will be agreed separately.
If you’d like to reach audiences interested in nature, nature tourism, lightweight hiking, trekking, trail running, exercise and wellbeing, both in Finland and abroad, please get in touch so we can find the best way to work together!
With warm regards,
Aino
Page updated on 9 August 2026