Fjällräven: Getting outdoor enthusiasts to choose Fjällräven with DOOH campaign
Our approach
To maximise the campaign’s impact, we implemented a strategic multi-channel approach leveraging Fjällräven’s strong social media presence while diversifying the media mix. By incorporating Digital Out-of-Home (DOOH) advertising, we created additional touchpoints to capture audience attention and amplify brand visibility. This approach allowed us to reach potential customers in relevant, high-traffic areas, effectively complementing the brand’s digital efforts.
Adding DOOH, with smart geolocated targeting near major reseller stores, has really helped us boost brand consideration and purchase intent in Germany.
Joel Nyren
Global Marketing Planning and Media Manager Fjällräven
What we did
To shift audience perception towards brand preference, we targeted those most likely to know the Fjällräven brand and be in the market for outdoor products.
Partnering with Vistar Media, we secured DOOH placements across six venue types in Berlin, Munich, Düsseldorf, Stuttgart, Dortmund, and Cologne. We ran the campaign on screens near Fjällräven reseller locations and in high-traffic areas frequented by outdoor enthusiasts.
+23%
1 in 4 panelists exposed to the DOOH ads would be likely to consider Fjällräven in the future.
+43%
15% of exposed panelists said they would be likely to purchase Fjällräven products within the next 6 months.
+4%
This shift in brand perception reinforces Fjällräven’s positioning as a provider of durable, high-quality outdoor gear
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Achieving this level of impact is typically challenging in a highly competitive market like Germany, but this strategic addition to our media mix has made a significant difference.
