Iconic Swedish outdoor brand Fjällräven has nearly 98% brand awareness in its home country, but only 13% here in the U.S. Those who did know the brand were only familiar with the cute, mini-backpacks favored by tween girls. But the brand makes some seriously durable outdoor gear, built to stand up to decades of use and abuse. This brand campaign, the first for Fjällräven in North America, was about communicating the uniquely Swedish way Fjällräven makes its outdoor gear, humbly crafting products to maximize use and minimize impact. The "Sweden's Best Kept Secret" campaign, featuring core Fjällräven products like hiking trousers (don't call them pants), backpacks and parkas serves as an open invitation for new consumers to experience a new level of quality, durability, and sustainability as they venture into the wild. Since the launch of the campaign, YoY brand awareness in the U.S. is up 15% and visits to the brand's ecomm landing page are up 136%.
