Fjällräven

Rugged Swedish brand scores influence on the west coast

01. Background

Fjallraven had broken into the North American apparel scene with the famous kanken backpack but they wanted to be known for more than that, for their rugged outdoor gear and their community oriented company values.

Fjällräven’s mission is to develop timeless and durable outdoor equipment and apparel, act responsibly towards people, animals and nature, and inspire people to get outside.

02. Media & PR

Periphery Digital was tasked with creating a media exposure campaign to run alongside the launch of Fjällräven’s new location. With a limited budget for the event but access to their roster of gear, Fjällräven wanted to put influencer marketing to the test. Periphery Digital and their YClout team took on the challenge of bringing in major local influencers as well as Chinese media and digital press to the event.

  • Media coverage of the event on Georgia Straight, Blush Magazine and Daily Hive Vancouver
  • Attendance from the top three Chinese media outlets in Vancouver: BCBay, Lahoo, and Westca
  • 15 high-end local social media influencers spread brand awareness through their combined reach of over one million followers

03. Production

  • Showcased Fjällräven as an extreme outfitter through the videos and photography from an Kamchatka expedition

04. Results

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