SHARING VALUES THROUGH TAILORED CONTENT

How a Swedish cider became a part of the sustainable fashion community.

1M+

Unique reach

CAMPAIGN SUMMARY

In our second campaign for the Swedish Kopparberg, we collaborated with local influencers to bring the relatively unknown cider closer to the target audience. With limited budget possibilities, we managed to co-create a unique fashion collection, shoot a commercial video spot as well as a mandatory lookbook in the middle of a forest! While most of the content was meant for social media, we even had a chance to top the whole campaign off with a small fashion performance!

OUR ROLE

Digital AOR
Digital and Content Strategy
Video & Photo Production
Web & Mobile Design
Event Production

Challenge

After two years on the local market, Kopparberg cider was still rather unknown to the broad public and even faced delisting from major supermarket chains. With a limited budget, we needed to create a relatable experience that carries the brand values all the way through to people who seek alternative ways of looking at the world.

Insight

Most recently, a sustainability and communal thinking topics, together with fashion and design interests became top of mind for our target, hipster-ish audience.

Solution

We collaborated with influencers to create a unique fashion collection, “Wildhub by Kopparberg”, upcycled from thrifted shirts. The result was not only an increase in the actual brand awareness but also a warm feedback from the local fashion community. Together they proved we delivered on our task to make our brand resonate with the end consumer.

01

TALKING THROUGH KNITTING

During the creation of the collection, we underwent thrift store hunts with local fashion influencers Ľubica, Nicole and Zuzana. Together with the ladies, we worked to translate the Kopparberg brand values into a 6-piece collection.

02

RAW CONTENT PRODUCTION

We invited the young creative minds such as the up-and-coming fashion photographer, Wellina, or Mischel Warenits, a promising fashion stylist, all the way to the woods to help us produce content with a lot of flair.
Boy did we love the wolf.

(0:59)

Minimalist storytelling

We let the web content shine through
minimal design and full-screen gallery.

03

Fitting social media

The campaign story was not only told by our branded content as we also cared to be present physically! We showed support and collaborated with local creators, promoting and present at various local events. Subsequently, we then retold the story through our social media channels to reach a broader audience.

03

Fitting social media

The campaign story was not only told by our branded content as we also cared to be present physically! We showed support and collaborated with local creators, promoting and present at various local events. Subsequently, we then retold the story through our social media channels to reach a broader audience.

04

BRINGING THE COMMUNITY TOGETHER

We got our blessings by many local influencers who became the heroes of our campaign (with Kopparberg in hand of course!).

PERFORMANCE CLIMAX

Imagine a traditional fashion show turned into a small performance inside a local courtyard! We let our models do things, jumping rope and playing chess, adding just the right amount of weirdness for the local media and influencers to spread the word about the spectacle.

(1:02)

06

How did it hold up?

“We are glad that corporations understand the importance of local communities. We simply can’t wait to see the unisex collection”

“We think that the question of sustainability belongs into the commercial sphere as well. That’s why we support the Wildhub concept and hope that there will be many more projects of a similar nature in future!”

“To get a commercial brand to support local sustainable fashion is a praiseworthy achievement.”

1

M+

Unique reach

25

%

YoY Brand awareness increase

170

+

Pieces of Content

20

Influencers involved

“Thanks to a deep understanding of our target audience, which is relatively tight and specific, we came up with a highly relevant topic and became part of their community. Agency delivered a stand-out campaign for a super premium brand within the category, on a limited time and budget.”

LUCIE PAZDERSKÁ, CIDERS BRAND MANAGER – PLZENSKY PRAZDROJ / ASAHI BREWERIES