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Fjällräven – Successful brand-building through a test-driven campaign

Creative Digital maturity Paid social Programmatic

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:

  1. Set clear objectives, KPIs, and measurement methods to understand the effects of the brand-building campaign.
  2. 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.

 

Increase in ad recall

70%

70% increase in ad recall compared to previous campaigns.

Increase in action intent

285%

285% increase in action intent lift (people considering buying Fjällräven products).

Increase in CTR

392%

392% increase in click-through rate indicating that even if the campaign was focused on driving awareness, the users found the ads and creatives engaging.

  • Precis helped us incorporate learnings from previous campaigns, focus on creating purpose-based visuals, and set individual goals for the ads that aligned with the overarching campaign objectives. The outcome was the best creative campaign results we’ve seen so far

    Joel Nyrén
    Global Marketing Planning and Media Manager Fjällräven

Success factors

1. Creative experience

Inspiring and aesthetically pleasing content has always been Fjällräven’s strength. Precis helped the client adapt that content to digital channels to match the intended outcomes.

2. Measurable goals

Clear KPIs were set for each stage of the plan. Then, KPIs were translated into different actions expected from the users exposed to the ads. Visuals and communication were created around that.

3. Ongoing relationship

Strong and established relationship between Fjällräven and Precis opened up doors for timely and flexible creative collaboration and campaign planning leading to a successful digital campaign.

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