Db
Db was founded in 2009 by several individuals, including Swedish skier and influencer Jon Olsson, originally under the name Douchebags.
The company’s vision was to make traveling and exploring the world easier, initially by offering innovative and smarter ski bags than what was available on the market at that time. Today, the company continues to innovate and drive progress in the bag industry, offering a wide range of products from suitcases to surfboard bags.
The assignment
Our task was to execute a “disruptive” campaign targeted at Db’s core audience in Stockholm. With this directive, we initiated our strategic planning under what we term Market Reach—focusing on marketing initiatives that ensure our clients achieve and enhance brand awareness through extensive reach.
The campaign was designed to boost brand awareness by reintroducing the company’s Ramverk Pro suitcases. These bags are specifically tailored to meet the needs of Db’s core demographic—individuals passionate about exploring new places, embarking on adventures, and often working in creative fields such as advertising, photography, music, and similar sectors where frequent travel is a routine part of life.
The strategy
Our strategy capitalized on the summer season—a time when many in our target group are active and traveling. The media mix featured several key components, including a large, strategically placed outdoor banner at Odenplan, as well as video content on the Arlanda Express trains and their platforms.
At the platforms, we further tailored the video content based on the travel direction of the target group to refine our messaging even more precisely. These traditional media efforts were complemented by digital campaigns on social media and selected websites, ensuring a comprehensive reach across both physical and digital spaces.
The result
Db itself has described the campaign as a success, with measurable KPIs indicating a significant increase in sales compared to the previous year. The campaign also notably boosted traffic to the website. Moving forward, the focus will continue to be on increasing brand awareness, particularly in the Swedish market, which is viewed as crucial for sustaining the company’s growth.
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Tack!
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