Case Study
How Aftonbladet collaborated with Top Swedish Creators to drive awareness and change perceptions among young adults
Objectives
Aftonbladet, one of Sweden’s largest news platforms, sought to connect with a younger audience in a more creative and engaging way on social media. To do this, they turned to influencer marketing for the first time, collaborating with well-known Swedish influencers to create entertaining and relatable videos. The goal was to drive awareness and educate viewers on Aftonbladets various features.
Words from the Client
For us at Aftonbladet, it was both exciting and rewarding to run our first influencer marketing campaign with the help of inzpire me. We received professional support and guidance throughout the entire process, and the campaign provided us with excellent content and valuable insights on how to reach young audiences through profiles they already like and engage with.
Aftonbladet x Mirabell Lundgren
Aftonbladet worked with 7 Top Creators who produced 12 videos on Instagram and TikTok. To increase visibility and optimise targeting, some of the budget was allocated to boosting the most engaging content in Paid Ads.
Words from the Client
For us at Aftonbladet, it was both exciting and rewarding to run our first influencer marketing campaign with the help of inzpire me. We received professional support and guidance throughout the entire process, and the campaign provided us with excellent content and valuable insights on how to reach young audiences through profiles they already like and engage with.
Helena Mastberg
Project Manager
2,270,000
Total Video Views
1,500,000
Total Reach
6s
Average View Time for Reels
8000+
Total Engagements
Organic + Paid
TikTok
TikTok was the most successful channel for organic engagement and for cost-effective results on paid ads, here’s how the influencer content performed:
- Nasin och Simran: 3200+ engagements (Organic only)
- TikTokchrille: 6% engagement rate (Organic only)
- Navid Roshan: 4SEK CPC and 15SEK CPM (Paid distribution)
Organic + paid
The Instagram content was highly effective in reaching Aftonbladet's target audience, with 97% of viewers located in Sweden and 83% under the age of 24. The average view time results and replays shows the content not only captured attention but kept it. Here's how the influencer content performed:
- Mirabell Lundgren: 35,793 video replays
- Tjafanny: 7.3s Average Video View Time
- InaJared: 535,000 total people reached
Want to understand how you can drive better results with influencers?
