{"id":2034,"date":"2026-03-11T12:49:15","date_gmt":"2026-03-11T12:49:15","guid":{"rendered":"https:\/\/wearetrickle.com\/?post_type=work&p=2034"},"modified":"2026-04-29T13:37:18","modified_gmt":"2026-04-29T13:37:18","slug":"kursen-mot-vekst-i-fmcg","status":"publish","type":"work","link":"https:\/\/wearetrickle.com\/no\/cases\/kursen-mot-vekst-i-fmcg\/","title":{"rendered":"Kursen mot vekst i FMCG"},"content":{"rendered":"
\n

Utfordring<\/h2>\n
\n

Iskrem er en brutal kategori. Mange kjøper på vane, de store aktørene tar mye plass, og effekten av markedsføringen er ikke alltid rett frem å måle når salget skjer gjennom forhandlere.<\/p>\n

3 Kaveria ønsket å vokse på tvers av markeder og bygge en sterkere posisjon hos de riktige målgruppene. Samtidig måtte vi jobbe smartere med hvordan investeringene faktisk kunne påvirke både merkevarekjennskap og salg over tid.<\/p>\n

Hvordan får man flere til å velge 3 Kaveria når frysedisken allerede er full av alternativer?<\/em><\/p><\/p>\n\n <\/div>\n <\/div>\n\n

\n

L\u00f8sning<\/h2>\n
\n

Vi startet med å forstå markedet, kategorien og menneskene bak kjøpene. Ikke bare hvem som spiser iskrem, men hvorfor de velger som de gjør.<\/p>\n

Derfra bygget vi en mediestrategi med tydelig retning:<\/p>\n

    \n
  • \n

    Dyp segmentering og målgruppeanalyse<\/p>\n<\/li>\n

  • \n

    Skreddersydde markeds- og mediestrategier<\/p>\n<\/li>\n

  • \n

    Forhandlinger og innkjøp på tvers av mediekanaler<\/p>\n<\/li>\n

  • \n

    Smart kombinasjon av brede og mer presise kanaler<\/p>\n<\/li>\n<\/ul>\n

    Kampanjen brukte både digitale og sosiale flater, utendørs og kino. Poenget var ikke å være overalt for enhver pris, men å bruke kanalene til ulike jobber. Bred synlighet der det var viktig, og mer presis kommunikasjon der vi kunne påvirke konkrete målgrupper.<\/p><\/p>\n\n <\/div>\n <\/div>\n\n\n

    \n \"\"<\/picture>\n \"\"<\/picture>\n <\/div>\n<\/div>\n\n
    \n

    Resultater<\/h2>\n
    \n
    \n \n 5%\n <\/span>\n \n vekst i Top-of-Mind Awareness YoY p\u00e5 tvers av markeder\n <\/span>\n <\/div>\n
    \n \n 5\/5\n <\/span>\n \n Uplift i sentrale merkevare-KPI-er p\u00e5 tvers av markeder\n <\/span>\n <\/div>\n <\/div>\n <\/div>\n\n
    \n

    Key takeaways<\/h2>\n
      \n
    • \n \n 1<\/span>\n <\/span>\n
      \n

      \n En god multikanalstrategi handler om rollefordeling\n <\/h3>\n

      \n Mer synlighet kan gi mer salg, men bare hvis kanalene jobber godt sammen. For 3 Kaveria handlet det om \u00e5 kombinere brede flater med mer m\u00e5lrettede uttak, slik at merkevaren b\u00e5de ble mer synlig og mer relevant.
      \r\n\n <\/p>\n <\/div>\n <\/li>\n

    • \n \n 2<\/span>\n <\/span>\n
      \n

      \n M\u00e5lgruppeforst\u00e5else gj\u00f8r medieplanen bedre\n <\/h3>\n

      \n N\u00e5r man forst\u00e5r ulike iskrempersonaer, blir det enklere \u00e5 velge riktige kanaler, riktige budskap og riktig trykk. Det gj\u00f8r kampanjen mindre generisk og langt mer treffsikker.
      \r\n\n <\/p>\n <\/div>\n <\/li>\n

    • \n \n 3<\/span>\n <\/span>\n
      \n

      \n KPI-er gir retning, ikke bare rapportering\n <\/h3>\n

      \n I en kategori der salget skjer gjennom forhandlere, er det ekstra viktig \u00e5 vite hva man faktisk styrer etter. Tydelige KPI-er gjorde det mulig \u00e5 f\u00f8lge utviklingen over tid og se hvordan kampanjeinvesteringer bidro til b\u00e5de merkevarebygging og kommersiell vekst.
      \r\n\n <\/p>\n <\/div>\n <\/li>\n <\/ul>\n <\/div>\n\n

      \n \n
      \n\n
      \n

      \n \u201c<\/span>\n Working with ROMI is an absolute pleasure. Their data-driven approach and strategic clarity have been game-changers for 3 Kaveria. The team\u2019s deep understanding of our market and target audience allowed them to craft a strategy that truly resonated with our consumers. Thanks to their expertise, we\u2019ve seen growth across key metrics and look forward to continued growth in our joint efforts going forward. ROMI has been a trusted partner in helping us establish our brand and drive sales in competitive markets. (The ROMI Agency is a part of Trickle since August 2025)<\/span>\n <\/p>\n \n

      \n Anne Giersberg, Chief Marketing Officer<\/span>\n 3 Kaveria (3 V\u00e4nner)<\/span\n <\/div>\n <\/cite>\n<\/blockquote> \n <\/div>\n <\/div>\n<\/div>","protected":false},"featured_media":0,"parent":0,"menu_order":0,"template":"","class_list":["post-2034","work","type-work","status-publish","hentry","industry-retail","service-analyse","service-distribusjon","service-full-funnel-performance","deliverable-campaign","deliverable-strategy"],"acf":[],"yoast_head":"\nKursen mot vekst i FMCG - Trickle \u2013 The Full Funnel Performance Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wearetrickle.com\/no\/cases\/kursen-mot-vekst-i-fmcg\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kursen mot vekst i FMCG - Trickle \u2013 The Full Funnel Performance Agency\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wearetrickle.com\/no\/cases\/kursen-mot-vekst-i-fmcg\/\" \/>\n<meta property=\"og:site_name\" content=\"Trickle \u2013 The Full Funnel Performance Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-29T13:37:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wearetrickle.com\/wp-content\/uploads\/2025\/03\/social-preview.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/wearetrickle.com\\\/no\\\/cases\\\/kursen-mot-vekst-i-fmcg\\\/\",\"url\":\"https:\\\/\\\/wearetrickle.com\\\/no\\\/cases\\\/kursen-mot-vekst-i-fmcg\\\/\",\"name\":\"Kursen mot vekst i FMCG - 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