Fjällräven: Successful brand-building through a test-driven campaign
Fjällräven and Precis partnered up to create an engaging brand-building campaign. To deliver the full potential of the campaign possibilities, Precis developed a full-funnel media plan and helped to adapt the material for various channels to create a native digital feel.
70%
Increase in ad recall
70%
Increase in ad recall
285%
Increase in action intent
285%
Increase in action intent
392%
Increase in CTR
392%
Increase in CTR
Fjällräven has been steadily expanding their digital marketing activities during the past few years with increased investment in brand-building. In 2021, with the pandemic slowing down, and people returning back to their everyday lives they chose to promote their colourful and emblematic Kånken bag in a brand awareness campaign.
Fjällräven’s ability to produce high-quality visuals in-house opened up opportunities to produce a test-driven campaign with creative variations across channels. To succeed, it was important to:
- Set clear objectives, KPIs, and measurement methods to understand the effects of the brand-building campaign.
- Adapt aspirational creative material for digital environments.
Fjällräven and Precis partnered up to create an engaging campaign to meet those needs. To deliver the full potential of the campaign possibilities, Precis developed a full-funnel media plan and helped to adapt the material for various channels to create a native digital feel.
To encourage interaction and increase curiosity, users were given the opportunity to design their own original Kånken bags by changing the looks and colour of the bag within the ad placement.
A testing framework was also set up to improve optimisation against the set KPIs and continuous brand lift studies were introduced to monitor brand-driven goal performance.
The campaign ran in some of Fjällräven’s most important European markets: Germany, UK, Sweden, and the Netherlands. It consisted of video ads, carousel ads, native story ads on Meta, interactive programmatic display ads, and YouTube.
A testing framework was also set up to improve optimisation against the set KPIs and continuous brand lift studies were introduced to monitor brand-driven goal performance.
The campaign ran in some of Fjällräven’s most important European markets: Germany, UK, Sweden, and the Netherlands. It consisted of video ads, carousel ads, native story ads on Meta, interactive programmatic display ads, and YouTube.
Precis helped us incorporate learnings from previous campaigns, focus on creating purpose-based visuals, and set individual goals that aligned with the overarching campaign objectives. The outcome was the best creative campaign results we've seen so far.
Joel Nyren
Global Marketing Planning and Media Manager
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