Preem: Highlighting Preem connection to Vasaloppet

Together with Spoon, Trickle built the biggest Vasaloppet Facebook group in Sweden, as well as driving a successful campaign generating a highly engaged audience and high brand recall for Preem.

Challenge

As a long-time sponsor of Vasaloppet, Preem sought to deepen its association with the event and its passionate participants while reinforcing its brand values of sustainability and progress. The challenge was to create a lasting engagement with cross-country skiing enthusiasts beyond traditional sponsorship visibility.

Solution

Team Preem – A Highly Engaged Community

  • Developed a proactive content strategy featuring weekly skiing tips, user-generated content encouragement, and interactive discussions to build a team-like atmosphere.
  • Launched a documentary series with skiing legend Gunde Svan, distributed across Facebook, YouTube, and Preem’s content hub, offering exclusive coaching opportunities.
  • Implemented an audience-first approach, tailoring content to skiers’ interests and optimizing messaging based on audience insights.

Results

29% Ad recall lift
+5,200 Members in Team Preem
David Larsson

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