Svenska Skogen

The campaign was awarded as one of the best in the world

How do you explain the benefits of sustainable Swedish forestry to a niche audience? And how do you demonstrate effectiveness? Schibsted Brand Studio’s extensive campaign for Svenska Skogen was praised as among the best in the world for its strategic work.

The challenge

The aim of the campaign was to highlight the importance of continuing to manage Swedish forests, with a focus on climate, sustainability, and forests as builders of society. This was a topic with strong opinions and a loud debate. Additionally, Svenska Skogen wanted to reach a clearly defined target audience, which placed great demands on contexts, tone, and data.

The solution

Schibsted Brand Studio placed great emphasis on creating a clear content strategy together with Svenska Skogen and the media agency Tre Kronor. In addition to native articles and videos on SvD and Omni, Brand Studio built an external campaign site focusing on in-depth information. Additionally, we conducted a tailored display campaign combined with smart data targeting.

The result

The content campaign exceeded our set goals by far, both in terms of the number of readings, shares, and time spent on the content. The effectiveness measurement conducted by Schibsted’s Insight department together with Tre Kronor showed significant improvements. We not only managed to reach the right target audience – their attitude towards Swedish forestry became more positive.