Länsförsäkringar as a brand is not naturally close to the target group of pregnant women and parents with young children. This in turn makes it more challenging to build a strong feeling and connection to the brand. To position Länsförsäkringar, Baby Journey has developed an annual and recurring concept - Sweden's largest children's party. The event has become the largest influencer event in the children & family category, and is attended every year by Sweden's most influential influencers.
300 influencers on the guest list
Junibacken is a place that children love, and thus a given place for Sweden's largest children's party. We therefore invited 300 influencers and their families for an unforgettable afternoon with exclusive access to Junibacken. Pictures and videos from the party were actively shared in the profiles' own channels, which gave Länsförsäkringar and the event a huge reach. At the same time, positive associations with the Länsförsäkringar brand were created with the help of these popular and well-known profiles that the target group is influenced by.
Accurate and targeted details.
To extend the visibility of the event and build hype, a countdown calendar (designed like a Christmas calendar) was sent out a week before the event. The calendar provided guests with fun and unique content to share in their channels, and the event received an additional boost in social media. To make Länsförsäkringar visible during the event, playful and fun activities were added with them as the sender. In addition to the classic fairytale train and Pippi theater at Junibacken, children could go to Mini-Bio, play fireman and try their luck in the fish pond. The whole event was framed by a playful decoration in a mix of Länsförsäkringar's and Baby Journey's color palettes, a popcorn machine at the entrance and a pancake buffet for all guests.
"Doing events like this with Baby Journey is really valuable in reaching out to a new clientele. The collaboration worked perfectly and we are so happy with the day, and above all it was great fun!"
Frida Nordenfors, Development of digital customer experience - LF Gävleborg
Creative Sales, Baby Journey