In Sweden, Fjällräven has near universal brand awareness and is known for remarkably durable, sustainably made outdoor products - but it’s a different story in North America. Only 13% of consumers were familiar with the brand, and even fewer knew Fjällräven beyond the trendy Kånken backpack. Cactus uncovered a simple, yet compelling insight - Fjällräven does outdoor gear in a uniquely Swedish way, humbly crafting products to maximize use and minimize impact. So basically, when you get down to why someone would buy Fjällräven over another outdoor products brand - Sweden is the reason. Our campaign “Sweden’s Best Kept Secret”, featuring core Fjällräven products like trousers, backpacks and parkas, is an open invitation for new consumers to experience quality, durability, timelessness and sustainability as they venture into the wild. So while Fjällräven may be Sweden’s Best Kept Secret, they won’t be for long.

Short term results:
- Generated 4.4% lift in awareness in OTT
- 84% Video completion rate in Spotify
- Aided awareness increased to it’s highest point over last 6 months, up 15% YOY.
- Branded search saw a lift of 78%
- Landing page traffic increased by 136% YOY

CREDITS:
Client: Fjallraven
CEO and our VO: Martin Axelhed
Marketing & Creative for the Americas: Amanda Bernal
Director of Digital & Americas Ecom: Amanda Carroo

Agency: Cactus
Partner & CCO: Norm Shearer
Exec Creative Director: Brian Watson
Senior Creative Director: Jeff Strahl
Creative Director: Patrick Campbell
Art Director: Rachel Morgan
Senior Copywriter: Brian Denison
Design Director - Sarah Berkheimer
VP, Account Leadership: Ainslie Fortune
Senior Account Manager: Mikela Parker
VP, Comms Strategy: Chris Shewmake
Assoc. Director, Brand Strategy: Rob Troller
Project Mgmt. Director: Helen Rudolph
Project Manager: Bre Robb
Production Director: Martha Douglas
Print Producer - Raven Checkush
Prod Design Manager - Stephen Hausrath
Senior Front End Developer - Austin Lliteras
Senior Video Designer: Ben Micek
Colorist: Jeff Wilson
Photographers - Anette Andersson, Cody Duncan, Johner Images

Audio Post: Coupe Studios
Engineer: Greg McRae