Develop products that make it easier for people to enjoy the countryside.
Fjallraven is a Swedish-based company, with successful web properties serving the Swedish and the U.S. markets. By 2014, the significant Canadian demand on the Fjällräven US site had reached an impasse that needed to be addressed. Shipping costs and custom duties from the US were unsustainable for both the company and the customer. The creation of the Fjällräven Canada site allowed the brand to open a direct line to Canadian consumers, a line which needed to be optimized to ensure maximum coverage. Our challenge was to help them launch a new, exclusively Canadian website and introduce the brand to the Canadian market. To grow their customer base, our mission was to focus on building brand awareness in Canada.
From the beginning, we worked closely with the brand to do onsite optimization and influencer marketing campaigns. Our onsite efforts included a detailed competitive analysis and site audit, extensive keyword research and Google Analytics implementation. Our marketing approach included brand mentions, promotions, giveaways, press conferences, PR initiatives, launching new channels and constant collaborations with the in-house social media manager. The campaigns we created were on a quarterly basis targeting major sectors like the back-to-school market for Fjällräven’s popular Kanken backpack. We also spearheaded and set-up a branded Reddit account.