Overview About Inbold

The brand Aalborg Akvavit simply defines the Danish cultural heritage. The Danes have enjoyed the bittersweet-tasting liquid since the year 1849, and the little shot has become a truly integrated part of every traditional Danish lunch. Still, in recent years Aalborg Akvavit has experienced challenges in the market. This is due to a rise in the number of competitors as well as to the Danes’ changed food- and liquor habits.  Luckily, we solved this challenge by developing the concept, “The taste of Denmark”.  Aalborg Akvavit isn’t just for those who enjoy a simple taste – Aalborg Akvavit is simply the taste of Denmark! The strategy was simple. Through trustworthy and reliable communication, we delivered our message to citizens all over the nation in a way that touched both their minds and hearts. PR and Influencer Marketing were chosen as the main stakeholders of the campaign and as a result of their work the campaign succeeded in representing the taste of Denmark. We built a bridge of communication between PR and carefully chosen local food influencers, and started off the campaign by asking the question:  “WHAT IS THE TASTE OF DENMARK” The conversation was dynamic, filled with excitement, passion and energy. The taste of Aalborg Akvavit was enjoyed to the fullest, as it was presented in the combination of new and tasty dishes  “The taste of Denmark” was construed differently in all the Danish regions. Total influencer reach: +1.300.000. The influencers loved the campaign and provided in total 182 percent of free content. 28,8 percent higher reach than predicted in woomio. More than 175 press releases core massage represented in more than +95 press releases we reached more than 1.400.000 readers. Social Media reach: 11.000.000 Organic reach: 700.000 Paid Social CPM: 38,31 kr.  

Challenge: Calvin Klein was to launch the new fragrance called Woman, in Sweden. The perfume is a tribute to women that inspires other women. The perfume should attract attention both online and offline and should focus on different types of women, communities and energies. Solution: We decided to launch the new scent in an unexpected place and established a collaboration with Tjejmilen in Stockholm. It is Sweden’s largest women’s running race. Here the Swedish women could try the scent and enjoy it in an exclusive Calvin Klein atmosphere. Together with selected influencers and ELLE Sweden, we spread the knowledge of the perfume both online and offline. Among other things, ELLE Sweden held a competition on Instagram, where women were to tag a friend with whom they wanted to complete the race with- and which inspired them. In that way, almost 100,000 women heard about the new scent. Fifty happy women won entry tickets to join the team of Calvin Klein and received custom-designed T-shirts and running kits. At Tjejmilen’s event area, we created a luxurious Calvin Klein area, where both attendees and influencers were spoiled before the race. The tent became a gathering point for many of the 23,000 runners both before and after the race. And of course, they also got a delicious sample on the new Calvin Klein scent. To allow even more women to try the scent and expose Calvin Klein further, we handed out samples at the race site and documented the day with the help of our film team. Through the collaboration with ELLE Sweden, the experience lived on after the race day. Result: With the help of the women on team Calvin Klein and our beautifully styled sampling crew, we were exposed to the new scent for 23,000 women and gave out more than 6,000 scent samples under the Girl Miles. Our film team delivered quality content to ELLE Sweden’s Instagram, bringing awareness to the new perfume among 100,000 women. Overall, the result was a value-adding and local implementation of a global campaign that was relevant to different types of women, both online and offline.

CHALLENGE: Coca-Cola Zero® relaunching a new improved flavour, new design, and the new name Coca-Cola ZERO SUGAR®. It was Coca-Cola’s biggest product change in Denmark in seven years, so the beverage company wanted to make something extraordinary out of it. Therefore, Essencius was assigned the task of creating a unique and unconventional activity that would produce a WOW effect. We set out to inspire the Danish consumers with an amazing live event and generate earned media and engagement via PR and social media. SOLUTION: We developed an activity that would take place during Copenhagen Culture Night (a yearly returning, very popular event), so that many Danes would have the opportunity to experience it. It would also be a new way to live out the Coca-Cola brand. We joined forces with the world’s best in ‘3D projection mapping’ and made a spectacular 3D show with the 100-year-old building, Axelborg, as backdrop. In the 3D show we turned the historic building into a Coca-Cola factory and invited the audience to experience the creation of Coca-Cola ZERO SUGAR®. Axelborg was the perfect location due to its close proximity to Tivoli Gardens and Copenhagen Central Station. The central location gave many people the opportunity to experience the show. Furthermore, we invited the media BT to live stream the show on Facebook, so people from all over the country could experience the fascinating transformation. RESULT: There is always fierce competition to get attention during Copenhagen Culture Night. Still, we managed to have a physical and live digital event that activated social media and generated publicity before, during, and after the show. BT’s live streaming alone was watched by almost 70,000 people. The film posted to Coca-Cola’s own channels received more than 160,000 views on social media, where the Danes enthusiastically interacted. In total, our launch of Coca-Cola ZERO SUGAR® reached an earned audience of nearly 1,7 million.