Austria's Youngest Ski Instructor: Three Year Old Charlotte Becomes A TikTok star

In Austria, some children can ski before they learn to walk - they say. Austrian advertising takes up this stereotype and makes three-year-old Charlotte the testimonial of a new social media campaign. As “Austria's Youngest Ski Instructor,” she teaches adults how to ski – and is a resounding success on TikTok and Instagram with a combined 50 million views.

Just in time for the next peak of the winter season, the semester break, Austria Advertising has launched an extraordinary social media campaign. The testimonial is three-year-old Charlotte, who, as “Austria's Youngest Ski Instructor”, explains everything important about skiing and everything else in more than 15 short video episodes.

“With this content series we want to show with a wink what makes winter in Austria so special. Spending time together with the family, having fun in the snow, enjoying culinary highlights in the hut... Charlotte conveys this with so much charm and authenticity! The fact that three-year-olds of us are already on skis further underlines Austria’s expertise when it comes to winter holidays,” says Astrid Steharnig-Staudinger, Managing Director of Austria Advertising.

50 million views on TikTok and Instagram

In Austria, some children can ski before they learn to walk - they say. Austrian advertising takes up this stereotype and makes three-year-old Charlotte the testimonial of a new social media campaign. As “Austria's Youngest Ski Instructor,” she teaches adults how to ski – and is a resounding success on TikTok and Instagram with a combined 50 million views.

Sometimes Charlotte leads a group of adults in plow arching, sometimes she gives safety tips and sometimes we see her stopping for a break - because the obligatory yeast dumplings at the hut are simply part of a perfect day of skiing. The social media campaign will be played out on the TikTok and Instagram platforms, with a focus on the markets of Germany, Switzerland, Great Britain, Czech Republic, Poland, Netherlands, Belgium, Sweden and Denmark.

Since the campaign started in mid-January 2024, the videos have achieved 29 million views on TikTok and 21 million views on Instagram (as of the end of January). The campaign was implemented by Österreichwerbung together with the ÖW lead agency Wien Nord Serviceplan in cooperation with the Hong agency.

All videos with Charlotte are available on the official TikTok channel of Austria Advertising >>>>

or the Instagram account of Austria Advertising >>>>