Björn Borg

The Objective

Swedish athleisure and underwear brand Björn Borg wanted to increase brand awareness so it came to TikTok to run an upper-funnel campaign in Sweden and the Netherlands.

The Solution

Björn Borg turned to TikTok and teamed up with no fewer than 100 creators, ranging from micro to mid-range influencers, including @alice.stenlof.

The videos showcased different creators with their own approach to the brand's brief: vlog style content, hauls, gym and lifestyle – all totally native to the platform and with Björn Borg's latest sports collection in focus. Björn Borg then picked up the most engaging and brand-building organic content to be boosted as Spark Ads, setting up the campaign with a video view objective to get eyes on the great creative and increase time spent with their target audience.

The Results

Björn Borg's brand presence on the platform reached an all-time high with 20.4 million impressions, a unique reach of 3 million, and 5.4 million video views. Global video views connected to #bjornborg increased by over +600%, and published content talking about #bjornborg increased by +28% after the campaign, compared to the month before.

Björn Borg also beat benchmarks, driven by the creative quality of their campaign. The engagement rate was 66% higher than the benchmark in Sweden and 44% higher in the Netherlands.

In just 30 days, the audience spent nearly 30 thousand hours watching Björn Borg ads.

The campaign was set up as a brand awareness campaign, but Björn Borg still saw a lot of action in the lower parts of the funnel with +1,500 attributed add to cart events.