Influencers provide Fjällräven with millions of views

CLIENT

YEAR

SCOPE

Fjällräven

2020-

Communications and media relations,
Events,
Influencers,
Social media and content production

Mellakka Helsinki serves as the PR and communications partner of outdoor clothing and equipment brand Fjällräven in Finland. We consult Fjällräven Finland in annual marketing planning and influencer activations and are responsible for their implementation.

Fjällräven is a Swedish-based, globally known outdoor clothing and equipment brand whose goal is to make moving in nature easier for everyone. The cornerstone of the business is to develop functional, durable and timeless products for actively enjoying the outdoors while respecting nature.


The collaboration between Mellakka Helsinki and Fjällräven was launched right at the start of the pandemic, which challenged us to revise the already planned measures into a format that would allow for the exceptional circumstances. With the prevailing outdoor recreation boom, local inspirational content was produced both on social media channels and through media work. With the help of influencers, we communicates the practicality of the products precisely in Finnish nature and in real situations.

After the pandemic years, our collaboration has resumed, and the focus of our activities has been to bring the brand closer to people. Alongside content production and media communications, events and launches in cooperation with Fjällräven’s international operations have taken on a significant role.


Thanks to a big toolkit, constant collaboration and, above all, trust, we have been able to represent the brand with relevant measures on a multi-channel basis. The significant achievements of our collaboration include several influencer campaigns that have attracted more than a million views, including the Tree Kånken campaign that has generated nearly 1.5 million views and increased social media visibility.

Highlights

  1. Several influencer campaigns with more than one million views, including the Tree Kånken campaign with almost 1.5 million views and the Villa campaign with more than one million views.
Communications and media relations, Events, Influencers
Opening of Olivia restaurant at Helsinki Central Station viewed by a million
Communications and media relations, Events, Influencers
Building brand awareness for quality sound
Communications and media relations, Events, Influencers
UNITY Talks – how to arouse the interest of a B2B target group?
Consulting and coaching, Events, Influencers
Pink ribbon message out through influencers – record results speak for themselves
Communications and media relations, Consulting and coaching, Events
An electric superbike that catches all eyes and reaches an enormous amount media visibility around the world
Communications and media relations, Events, Influencers
Makia’s 100% sustainable clothing collection: true or false?
Events, Influencers
Brand activations brought Finland’s most famous bear to the people
Communications and media relations, Events, Influencers
Lux Helsinki – winter light festival breaks visitor records with strong social media and media presence
Communications and media relations, Events, Influencers
Helsinki Biennial gains media visibility virtually in Finland and abroad
Events
Battery is always there where energy is needed
Events, Influencers
Kalevala Koru’s Wedding of Ilmatar attracts attention to new wedding rings
Events, Influencers
A flying start to the running season with Saucony’s top shoes
Events
Sinebrychoff’s festival tour has the scale of a stadium-class band
Communications and media relations, Events, Influencers
Live broadcast of opening of Muji’s flagship store and queue of 1 000 people
Influencers, Strategic planning
Combination of podcast production and influencer marketing blows up Myyrmanni documentary