SCA x Ski Team Sweden

SCA x Ski Team Sweden

SCA x Ski Team Sweden

Case

Case

Case

Film campaign and organic content strategy

Film campaign and organic content strategy

Film campaign and organic content strategy

My role

My role

My role

Content strategist, social media

Content strategist, social media

Content strategist, social media

The brief

The brief

The brief

Increase awareness of SCA among ski-interested audiences in northern Sweden. The goal was to leverage SCA’s role as the climate sponsor for the Swedish National Ski Team by creating an entertaining film concept and an organic content strategy designed to genuinely engage.

Increase awareness of SCA among ski-interested audiences in northern Sweden. The goal was to leverage SCA’s role as the climate sponsor for the Swedish National Ski Team by creating an entertaining film concept and an organic content strategy designed to genuinely engage.

Increase awareness of SCA among ski-interested audiences in northern Sweden. The goal was to leverage SCA’s role as the climate sponsor for the Swedish National Ski Team by creating an entertaining film concept and an organic content strategy designed to genuinely engage.

The soloution

The soloution

The soloution

We developed a social-first strategy built around a series of long- and short-form films designed for organic reach. We leaned into a relaxed tone where athletes acted as natural hooks, allowing SCA’s climate perspective to come through authentically without feeling forced.

Proof of impact: The "Frida effect"

Proof of impact: The "Frida effect"

Proof of impact: The "Frida effect"

To extend the campaign's reach, we needed the athletes to actively want to share the content. This approach was especially put to the test with star skier Frida Karlsson.

My goal wasn't just to make a video she would want to share, but to publish it right after the Winter Olympics*. In other words, the exact moment she became the most relevant athlete in Sweden, and possibly the world. The key was crafting a concept where SCA’s climate message felt so natural and authentic to her brand that sharing it became an obvious choice. Despite having zero contractual obligation to post, the video was strong enough that she voluntarily shared the campaign with her 442k instagram followers exactly when the media spotlight was shining on her at its brightest.


*Due to strict Olympic sponsorship regulations, we were prohibited from posting branded content during the games. The strategy therefore relied on preparing high-value content ready to drop the second the blackout period lifted.

To extend the campaign's reach, we needed the athletes to actively want to share the content. This approach was especially put to the test with star skier Frida Karlsson.

My goal wasn't just to make a video she would want to share, but to publish it right after the Winter Olympics*. In other words, the exact moment she became the most relevant athlete in Sweden, and possibly the world. The key was crafting a concept where SCA’s climate message felt so natural and authentic to her brand that sharing it became an obvious choice. Despite having zero contractual obligation to post, the video was strong enough that she voluntarily shared the campaign with her 442k instagram followers exactly when the media spotlight was shining on her at its brightest.


*Due to strict Olympic sponsorship regulations, we were prohibited from posting branded content during the games. The strategy therefore relied on preparing high-value content ready to drop the second the blackout period lifted.

To extend the campaign's reach, we needed the athletes to actively want to share the content. This approach was especially put to the test with star skier Frida Karlsson.

My goal wasn't just to make a video she would want to share, but to publish it right after the Winter Olympics*. In other words, the exact moment she became the most relevant athlete in Sweden, and possibly the world. The key was crafting a concept where SCA’s climate message felt so natural and authentic to her brand that sharing it became an obvious choice. Despite having zero contractual obligation to post, the video was strong enough that she voluntarily shared the campaign with her 442k instagram followers exactly when the media spotlight was shining on her at its brightest.


*Due to strict Olympic sponsorship regulations, we were prohibited from posting branded content during the games. The strategy therefore relied on preparing high-value content ready to drop the second the blackout period lifted.

More about the concept

More about the concept

More about the concept

My focus was to shape and execute the social media side of the campaign, with an emphasis on light, accessible content designed for organic reach. By using well-known skiers as clear entry points, we made people stop scrolling and engage before the brand message gradually came through.


To extend the reach organically, we worked with collaboration posts with the Swedish National Cross-Country Skiing team. This allowed the campaign to travel far beyond SCA’s own platforms and break directly into already engaged ski communities.


The concept, Skogens kraft, placed the athletes directly in the forest to visually connect athletic performance with nature. Each film explored a different type of strength drawn from the forest, reinforcing the idea that it is an essential source of energy, focus, and resilience. Within this storytelling, we subtly integrated SCA’s climate perspective, highlighting the long-term value of the forest and the company’s responsibility toward it