+23%
Increase in brand consideration
+23%
Increase in brand consideration
+43%
Increase in purchase intent
+43%
Increase in purchase intent
+4%
Increase in association with “long-lasting products”
+4%
Increase in association with “long-lasting products”
Fjällräven launched the “We are Fjällräven” campaign in Germany to boost brand consideration and influence brand preference in a competitive market. Targeting outdoor enthusiasts and potential customers, Fjällräven partnered with Precis to execute a successful DOOH campaign.
To maximise the campaign’s impact, we implemented a strategic multi-channel approach leveraging Fjällräven’s strong social media presence while diversifying the media mix. By incorporating Digital Out-of-Home (DOOH) advertising, we created additional touchpoints to capture audience attention and amplify brand visibility. This approach allowed us to reach potential customers in relevant, high-traffic areas, effectively complementing the brand’s digital efforts.
To shift audience perception towards brand preference, we targeted those most likely to know the Fjällräven brand and be in the market for outdoor products.
Partnering with Vistar Media, we secured DOOH placements across six venue types in Berlin, Munich, Düsseldorf, Stuttgart, Dortmund, and Cologne. We ran the campaign on screens near Fjällräven reseller locations and in high-traffic areas frequented by outdoor enthusiasts.
Adding DOOH, with smart geolocated targeting near major reseller stores, has really helped us boost brand consideration and purchase intent.
Joel Nyren
Global Marketing Planning and Media Manager
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