People tend to interact and express themselves more frequently regarding a topic if they are either really happy or really unhappy.
Therefore, Facebook Edgerank promotes post visibility to people that has more interactions and conversations between each other. But Facebook’s semantic inaccuracy does not distinguish negative or positive conversations properly and values the conversation density regardless.
Worst case scenario, your posts will only be shown towards the people that are really upset with you and would probably not even accept your product for free. Even more unlikely buying them. Also, since the Edgerank limits your reach there is a large risk that you will not even reach your happy consumers.
Sweden’s Tourist Association celebrated their 125 year anniversary. To celebrate this and point out its legacy the superior knowledge of Sweden, we strived to find something with as rich heritage. On top of that, we wanted to show that STF is renewing themselves and are always evolving.
We found a vessel, as old as STF. With as many interpretations as Swedens different variations. Something almost forgotten yet sacred and unchanged.
We found the Swedish Folk costume.
Folkdräkt 2.0 was a competition in a collaboration with Swedens renowned fashion schools to update the Swedish folk costume, one for each province.
The 25 most promising designers got each a province assigned to them. To which they travelled to, stayed at STF’s hostels and got to experience what that province was all about. The gathered inspiration, met people and analysed the small things their province was built upon. The History, traditions and new trends became the foundation of their mission to update the folk costumes.
The contestants got each a blog where they could document the process from idea to finished costume.
The whole of Sweden could follow their journey and vote on their favourite. In the end there were 10 finalists left.
The finale was a big fashion show that were streamed live. A jury lead by Swedens fashion guru Kay Bond nominated the winner.
The reactions to Folkdräkt 2.0 were enormous. By having 25 messengers travelling around Sweden and charging each contestant with the patriotism of Swedens 25 provinces, media went wild. The Folk costume was so vibrant that the protectors of the folk costume went head to head with the people cheering for the initiative.
The result was over 14 features on SVT (public service TV broadcasting), over 12 features on TV4, countless mentions over Public Service Radio stations and even more articles in local newspapers including the front cover in a national newspaper SVD. An article about the winning contribution was commented almost 200 times and the SERP (Search engine results page) went from 3 hits to 278 000 hits.
The activity generated a PR value from 20 to 30 million SEK. And the total budget was 0.25 million SEK.
The winning costume was the contribution to Dalarna and was given to our crown princess Victoria as a wedding gift.
About a year ago I moved back from Copenhagen to my hometown Stockholm, the city that never evolves. Same restaurants, clubs, surroundings and friends. Not in a bad way, I love both Stockholm and my friends.
But what I realized was that I almost never meet my friends’ friends.
And since my friends are good people, I take for granted that my friends have the same standards as I regarding their friends. So I had an idea.
I made plans with 5 of my friends to each invite 4 of their friends to a dinner party. But the friends they invited, did not go to dinner where they were supposed to but were apportioned the others dinner parties (If you think this is hard to understand, imagine what they thought when I tried to involve them)
The dinner was set to start at 18:00 and that they should be finished by 21:00 in order to meet up with everyone at my place for the final party.
It turned out to be a great success, so great that I have done it twice more afterwards. And each time with twice as many people. So the last Switcharoo I arranged with my friend Max turned out to a total of 13 dinner parties and 61 strangers all around Stockholm that ended up partying together till early morning.
This is such a weird thing to experience, since you dine with people you have never met yet has some untold relationship with. It all starts out as a blind-date but soon turns into a perfect mix of interesting new relations as well as old ones.
As I get all of the names that will be attending I try as hard as possible to make sure that no one knows each other before. And this was the end result from the previous Switcharoo.
As everyone finally lets go of their anxiety from the dinner party it is time to go the final party, and this is where the magic happens. Even though we are Swedes and famous for being shy and withdrawn, everyone seems so relaxed in engaging other people as if they knew them before and has great time together. It is of course fun hearing from ones original friends how their dinner turned out, but just as fun asking other people the very same question. Since they have been through the same thing.
I believe one of the keystones of this concept is the you leave your comfort zone in the protection of your friends friends. And when you feel relaxed with this you are more open-minded and comfortable engaging new people with a topic that is exclusive but relevant.
Every time I find an image that for whatever reason inspires me, I keep it.
And some time ago I re-found this one.
The idea was just so fantastic and unselfish.
Two guys is for no obvious reason giving away free advice.
So I made plans with a friend and went to a shopping mall in order to try it here in Sweden. The circumstances were not so good. For starters being in Sweden, the land of the shy and reductive. And it was a rainy Saturday morning as well.
But, it turned out great!
It was quite slow in the beginning, people saw the sign, smiled and passed, but after a while people started asking us for our advice.
And the questions were far from what we expected. Besides the most common questions, why and which brand we are working for, we gave advice in how to recognize gold, selecting a horse to buy or how to give away more flyer’s and finding good men.
The most interesting part was the everyone that came up to us was wondering who we worked for, and why are we doing this.
I guess that people are not expecting something for free, and we didn’t either. Every time I do things like this, great things comes out of it. I learn, think and get inspired.
In retrospect the best part was watching the few milli-seconds people spent before getting the courage to ask for our advice. The hesitation and nervosity, the indecisiveness, which disappeared when the found out the we actually tried to give genuine good advice. The only thing I am not sure of whether we gave good advice or not.
But we gave it try.
EDIT: A friend in New York stumbled upon the very same idea. It is most likely not because of this post, but I like it anyhow.
Background STF is Sweden’s Tourist Association handling hostel and alpine chalets all over Sweden. The members of STF is an aging group and few young people know much about them. Our challenge was to change the apparence of STF and attract younger people to become members of STF.
We divided the campaign into 2 phases:
2. The Adventure
1. The first phase was to find the person who where to travel all over Sweden. We needed someone that knew how to handle the social medias and made the application through youtube and twitter. In this phase we choose to tap into the conversation of another successful campaign, The Best Job in the World. This exploded as a hot topic in the media all over Sweden.
Finally we found Calle.
2. During the final phase which were the actual campaign we sent of Calle to travel around Sweden for 60 days. On his side he had the photographer Filip who documented the entire trip.
We created a blog where everything was documented using blog posts, videos, tweets, GPS-coordinates, game-shows, hostels and live-streams.
The Results The campaign became a huge success.
Over 70% more traffic to STF’s website.
167 000 unique visitors per month
PR value over 7 300 000 SEK for just offline channels (TV, Radio, Newspapers)
Online sales went up with 50%
Syrup: Account manager: Johan Sjöberg
Art Director: Henrik Frenne
Art Director: Thea Hamrén
Creative Director: Fredrik Lundgren
Copywriter: Walter Naeslund
Producer: Marlene Hernbrand
Programmer: Joel Larsson
My name is Henrik Frenne. I love to figure out how things actually work and are tied together.
It has been a passion during my entire life.
My communicative interest has vastly grown throughout the years and I find engagement and passion to be one of my biggest interests.