Family economic school





Background & challenge:

To increase their market share among pregnant women and parents with young children, Länsförsäkringar has realized that they need to find new ways to reach this target group. In their own channels, they risk being perceived as formal, sometimes a bit boring, and there are challenges in capturing interest in their expertise and products. To find creative and modern solutions to communicate with the target group, Länsförsäkringar chose to collaborate with Baby Journey. 

Family economic school

Most people don't find learning about parental leave, couples and maternity leave as much fun as decorating a child's room or choosing a stroller. With this in mind, we developed the content initiative 'Family Financial School'. With podcasts, films and informative articles, we wanted to shed new light on family finances in an entertaining format and with a light-hearted tone. To lower the threshold for learning about the topic, six short podcasts of 15 minutes each were created. The podcasts allowed the target audience to access the knowledge anytime and anywhere. The podcast was hosted by influencer Michaela Forni, who also contributed a parental perspective in the form of questions and thoughts that many people can relate to.

To verify the information and tips shared, a financial expert from Länsförsäkringar was involved in all productions. The goal of the financial expert was also to build a personal relationship with Länsförsäkringar as a brand.


Results of the campaign

Sweden's biggest podcasts

The initiative was highlighted in some of Sweden's largest, such as the podcast 'Nu börjar livet'.

30% of web traffic from the campaign

During the campaign period, 30% of visitors came to our pregnancy and child insurance product pages.


The launch of the initiative attracted media attention.

"Finances are a tough nut to crack as a parent in these times. That's why I'm grateful that you share so many good tips in the Family Finance School. There are so many things you can do to ease the financial pressure. Thanks for all the great content you create, it really makes life easier as a parent." 

Sara, user Baby Journey

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    Linnéa Olsson
    Creative Sales, Baby Journey

    Artillerigatan 16

    114 52 Stockholm

    Baby Journey


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