The Swedish petroleum corporation Preem is a proud sponsor of Vasaloppet, the oldest cross-country ski race in the world. The challenge was to establish a long term connection between Preem and Vasaloppet's engaged participants, as well as connect Preem with sustainability and progress.
We created a a living community, a Facebook group called "Team Preem - For everyone who loves Vasaloppet", where we worked pro-actively with content, community management and engagement building tactics. In addition to that a video series with cross-country ski legend Gunde Svan was produced for distribution in the group, as well as on Preem's Facebook page, their Youtube channel and a content hub.
Members in the Facebook group
Interactions in the group
Comments / posts by members
"Best use of Social Media", Pearl Awards 2018.
"The brilliance of the Team Preem campaign is underpinned by a exhaustive content strategy and distribution plan. /.../ Not only did the campaign exceed target goals /.../ but it resulted in the creation of an invaluable online community for Preem."
SEK in CPV
Ad recall lift (A25-43) on Youtube.
The group continues to live on and be a part of the Vasaloppet DNA, adding the Vasaloppet Summer Week to the mix, as well as being crucial in Preem's content strategy for 2019 and onwards.