Bjorn Borg

Bjorn Borg Social

Brief:

  • Increase brand awareness and exposure amongst UK consumers by building followership and growing audience
  • Drive traffic to bjornborg.com, partner retailers and increase e-commerce revenue

What We Did:

We utilised global strategy and planning guidelines to create localised content relevant to the Bjorn Borg audience and target consumer groups. Listening to key information and analysing audience interests allowed us to strategically target specific groups, alongside general brand communication.

Key influencers, across key target sectors (sport, entertainment, fashion) were targeted through Twitter and then in collaboration with the PR team, the social team seeded product and encouraged to post relevant content to their audiences. Bjorn Borg experienced a significant increase in new followers following each influencer post.

We used product-focused User Generated Content (U.G.C) to communicate e-commerce and retail-partner promotions and across the board, following which, traffic to product pages increased dramatically.

Through weekly, monthly and quarterly analytics, invaluable insight was developed allowing us to feedback to the global lead and offer strategic input on localised community planning. As a result of this insight generation, the Canoe Social team were also in a position to suggest content ideas for both global and local platforms. Bjorn Borg welcomed this and will be working closely with us to create content, alongside the existing social media management remit.

Results:

+61% Increase in followership

94% non organic impressions – increase in brand awareness

Consistently achieving above average engagement rates

+118% increase in traffic to bjornborg.com e-commerce site