By creating Act-A-Like models from the Fjallraven customer database. The Media Plan was able to tap into a mobile-first audience who shared the same attributes and propensity scores to convert as the core Kanken backpack-buyer. Then ads were created and targeted various cohorts across social media apps (Instagram & Facebook) and websites where potential customers would most likely engage and take-part in the Kanken-a-Day Giveaway. This digital campaign was executed programmatically across the Vatom Labs DSP where users could acquire the Fjallraven Vatom directly from a banner ad and put it into their Fjallraven branded wallet.





The Results: The average click-thru rate was 1.65% with an average conversion from Click to Registration of 51%



