Case • Smartson for Business

Interview

Green launch for Beiersdorf in the Nordics

The need for more sustainable products is great regardless of industry. Today we get the opportunity to talk trends and sustainability with Olivia Carlryd, Jr Brand Manager at Hansaplast, Beiersdorf. Hi Olivia, nice to meet you. What can you tell us about your role at Beiersdorf/Hansaplast? - Hello, my name is Olivia Carlryd and I work as Jr Brand Manager for Hansaplast. My main area of work is to implement local marketing plans to drive and develop Hansaplast as a brand in the Nordics.

Case

Higher reach for C More Original Series

Autumn is a perfect time for a series! C More is creating more and more original series and wants more people to discover the content together with Smartson. - We are focusing on three different original series from C More during the autumn, a mix of comedy and drama series aimed at young adults. The goal is to get more people to discover new content at C More, says Lina Svanholt Sims, project manager at Smartson.

UGC

Nestlé Purina launches a Brand Box Challenge

A new exciting project in Sweden, Norway and Finland meets consumers in the fall of 2022. Today we visit eminent Caroline Christensen, seated in Copenhagen, who works as Nordic Brand Manager for Nestlé Purina to learn more about the activation. Hi Caroline, tell us briefly about yourself and your role at Nestlé Purina: – I’m Nordics Brand Manager for Purina ONE®, a brand committed to bring your pet visible health for today and tomorrow.

case

How OLW went viral with Sweden’s biggest crisp test

Not all marketing efforts goes viral, but when OLW and Smartson launched the “snackiest” brand box of the year with 6 new products, the range and interest peaked overnight. Read on for 5 lessons when you invite nano-influencers from all over the country. Co-creators channel reach A total of 1,000 recruited co-creators had a total of 998,407 followers - the estimated total reach in social media. Visits on campaign page 41 138 unique visitors during campaign period

Case

Success for Mercedes-Benz - 530% above benchmark

Smart advertising, creative content and the right format lifted the launch of the new Mercedes-Benz Citan during the start of 2022. Lalenya Tedfors, Marketing Manager, praises the test pilots and exceeded goals at all measuring points. –During the campaign, the primary KPI was to receive as many views as possible in the selected audience. The campaign got positive results which is 530% higher than estimated. It also over delivered on impressions, says Lalenya Tedfors.

Interview

STIHL advances with customer-centric communication

Today we meet Emma Birgersson, Nordic PR & Communications Manager at Andreas Stihl Norden AB to learn more about the importance of customer-centric work - from Ratings & Reviews to creative testimonial videos in local languages. Hello there Emma - what tasks are included in your role? – Hello! As the Nordic PR & Communications Manager at STIHL, I am responsible for strategic and tactical brand-building communication in areas such as PR, content and social media for all Nordic markets.

Creative Productions

The Christmas movie launch that captures the feeling

The wait is almost over as we soon step into December and the holidays, with the big Christmas celebration at the very center. Today we share our latest production together with Önskefoto’s Frida Johnsson. “A lot has happened over the years but one thing has always remained - we have been here to help you bring your best moments to life” What was your purpose and goal with this year’s Christmas film for Önskefoto?

Case

Review strategy as a profitable tactic

Today we meet up with Christian Svensson, a Category Manager from KitchenTime, and we talk a bit about the key factors involved when you want a high conversion rate through recommendations. In 2020, KitchenTime ran a crowdscore campaign for their range Satake that proved very successful. This success was built on four key factors: A clear strategy and tactics to increase the level of customer-generated content for the Satake brand.

case

Arbesko manufactures shoes for hard working feet

Today we meet with Arbesko’s Stina Karlsson and she shares the thoughts behind the decision to put the Umeå safety shoe series - a Swedish innovation for hard working feet, through a user test. The results have been highlighted on the web, through social media, PR and retailers, and have generated very strong ROI. The strategy for this partnership was built on three different components: 1. Attracting professionals from different industries to learn more about the Umeå series.

Case

Scalability and longevity with Brand Room

Successful brand Jaybird takes advantage of Smartson’s new venture Brand Room, a concept where strategic partners can gather their entire range and build an even larger fan base. Smartson’s Gustaf Jilkén shares 8 values on how Brand Room can be used strategically and tactically. Smartson has created the Brand Room for clients who have had a number of products and services tested, or who have a recommendation program going with Smartson today.