Since 2020 I’ve had the ownership of Fjällräven’s YouTube channel. We had a clear objective when we started: gain subscribers, upload consistently and encurage two-way communication.
This project truly reflects my commitment to maintaining tight and efficient production processes, while keeping a high creative level.
Strategist, Art Director, producer, director, post-production, channel ownership. A one-man in-house production unit.
YouTube had an important role to play in Fjällräven’s customer journey. Second to google, it was the biggest source for Fjällräven’s users to find information about Fjällräven’s gear. YouTube also played a big role in Fjällräven’s mission – To inspire the world to walk with nature.
This gave us a why – we wanted to create inspiring and educational videos to guide users and lower the threshold for people to get out in nature. And ultimately, generate sales.
About the project
Goals
Maintain an upload schedule of one YouTube first film every two weeks.
Gain 10 000 subscribers to a total of 50 000.
Then came the pandemic
Budget cuts and cost control
I’ve always been resourceful, but the situation demanded a new level of cost control. We where left with a production budget of only 20 000€ for our first year. But we decided to keep the goals as is, we believed that we could achieve the same results with the new circumstances.
The first project we launched was a slow-TV concept, offering viewers an escape from lockdown news and a chance to reconnect with the outdoors. Despite production challenges, the series covered all eight Fjällräven Classic treks, accumulating 41,000 hours of viewing time and 143,000 views.
Fjällräven Classic slow TV
Fjällräven academy is the nerdiest show at Fjällräven’s YouTube channel. It is for the enthusiasts who wants all information before making an educated choice.
Fjällräven Academy
Fjällräven’s How to series purpose is to lower the threshold for people to get out in nature. The how-to topics are based on search data.
Fjällräven How-to’s
Fjällräven’s product films are produced for the lower funnel. When you are consider a purchase and want all the details. We decided to emphasise what makes Fjällräven’s products so unique. Everyone can make a chest pocket but few can sell the same jacket for 50 years.
The concept are purposefully easy to produce for bulk production. These films where used as ads as well with great results.
Fjällräven Product films
Results first year
24 films produced. Average cost per film €800
+30 000 (to a total of 70 000) subscribers
2.300.000 views
40-70% average view %
4300 comments (from 1950 previous year)