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Morakniv's viral campaign nominated for the Swedish Influencer prize

There’s a long tradition of knife making in Mora, Sweden. For Morakniv the journey started in 1891 when Frost-Erik Erson returned to his home village of Östnor in Mora after four years in North America. Today, Morakniv sends Swedish knives from their factory in Mora to more than 55 countries around the world.

Challenge

Morakniv needed a way to engage female adventurers in their brand. They wanted to involve customers and build a two-way communication. They also needed an easily moderated way to create a buzz around the brand. Morakniv wanted a way to engage a specific target group and make them part of their brand.

Furthermore, creating inspiring and relevant content is a great challenge for brands today. Morakniv wanted to engage their customers and needed a way to use all the great content that surrounded their brand in social media, created by their brand-loving customers.

Solution

When user generated content is exposed, time spent on site increases with up to 80%. Morakniv started working with Flowbox to integrate UGC on their site, and got a brilliant result. They used Flowbox to connect User generated content to their start page, to their campaign page and they also made their @Morakniv instagram-feed shoppable.

Thanks to the use of Flowbox and the hashtag #Morakniv and #KvinnligaÄventyrare in Instagram, Morakniv now has a huge content pool of content to collect and connect to their webshop.

Results

It is a fact that social campaigns that incorporate UGC see a 50% lift in engagement. It’s no wonder then that Morakniv got more than 900 UGC-images from fans in just 30 days by creating a campaign with the hashtag #kvinnligaäventyrare (female adventurers). The campaign got nominated for the Swedish Influencer prize and for the Swedish Publishing prize in the category ”e-commerce”.

In just 6 months with Flowbox the campaign #KvinnligaÄventyrare got fantastic results. And it’s all measurable! Flowbox provides a tool that makes it possible to get insights about the actions and the content used on site. You get your accomplishments in numbers that shows conversion rates, CTA-clicks, Click-Through Rate and total Revenue.

“Being nominated for Female Adventures suggests that the initiative is right in time […] but also that we are at the forefront of new ways in marketing”

– Björn Åkerblom, Head of Marketing and sales at Morakniv

Topics

  • Mass media

Categories

  • kvinnliga äventyrare
  • morakniv
  • case studies

Contacts

Cecilia Rehn

Press contact Digital Marketing Manager Marketing & Communication +46700621611