Fjällräven, the iconic Swedish outdoor clothing and equipment brand, is known for its commitment to sustainability, functional design, and….the Kanken.
While they are a household name all across Europe, their brand recognition in the US was in the single digits when they approached us.
Being a legacy brand, it can be hard to shift directions in terms of content and marketing. They knew they wanted something different - to engage heavily in digital in-studio content (a huge change from the lifestyle-heavy narrative content), but weren’t exactly sure what the best course was going to be.
We were able to sit down with their creative time and find an approach that would honor the Swedish heritage while engaging the ever-waning attention span of the NA digital content consumer.
This case study explores the objectives, creative process, and outcomes of our collaborations with the brand.
Objectives:
Fjällräven came to us hoping to achieve the following:
Increase brand recognition in the North American market.
Create content buckets for content to test via digital ads.
Increase sales and conversions via paid media.
The Creative Process:
1. Concept Development
We worked very closely with the Fjällräven team to develop a content strategy that aligned with the brand’s values. It was critical to keep the Swedish roots in order to get approvals from European leadership. While they were open to trying things in-studio, it wasn’t like we could go full send on high-key edgy American content.
At the same time, we needed to create assets that would perform well and be consistent with what consumers were expecting in the North American market.
Our plan was to integrate Swedish heirlooms with modern, clean, and color-rich photography.
We started with seamless backdrops, added in the product, and then layered in elements of Sweden - wild mushrooms, mylar covered in moss to resemble a flowing river, tree stumps, rolling fields of grass covered in flowers, cheese wheels, etc.
We did a mix of styled tabletop environments as well as gridded flatlays.
With that shoot being a huge success, we moved onto the next product family.
2. Production
We collaborated with the Fjallraven team on a total of 5 campaigns in 2024. They included:
Packs
Limited Edition 2024
Fall/Winter 2024
Parkas
Holiday
3. Post-Production
The good thing about studio photography is that you can usually make selects in the moment to cut down on culling after the fact. At the end of each day, we shipped the 5-star selects off to one of our high-end retouchers (who works with Nike, Amazon, Fjäll, etc.) to make sure that the assets were looking fresh for digital ads, billboards, in-store signage, etc.
The remaining “extras” were editing in-house for their team to sprinkle into newsletters, organic social posts, and website PDPs.
Outcomes:
We were utterly obsessed with the creative outcome of our shoots with Fjäll (particularly the Packs campaign that launched this partnership). But we were anxious to see how the creative would perform in the ad landscape.
We were ultimately thrilled to learn that our content has made a significant impact for the brand and their bottom line.
Here are just a few of the highlights:
Packs campaign generated a 1000% increase in backpack sales WoW
Email campaigns saw a 300% increase in revenue YoY
Over 130.4M impressions between Packs and Parkas campaigns
Hundreds of thousands of direct website clicks
Global adoption of our creative for web, social, and in-store campaigns
Conclusion:
We’re excited to continue this collaboration and are grateful for the opportunities it has provided us to grow and stretch our capabilities as an agency. This case study emphasizes the significance of aligning creative strategies with brand values to drive impactful and meaningful results.
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