The Main Challenge

The challenge was to tackle a drop in interest among young people for careers in farming and forestry. The sector had an image problem—it was often seen as outdated and out of touch. This was a real threat to Sweden’s sustainability goals and the future of the industry. LRF needed to refresh how people viewed these careers and inspire the next generation to get involved. To do that, we had to reach a tech-savvy, younger online audience with content that was actually fun and engaging.

Our Mission

Farming, forestry, and sustainability are key to meeting Sweden's climate goals and building a greener society. But the industry is facing a major hurdle: a lack of young people choosing these career paths.

During our 3-year partnership with the Federation of Swedish Farmers (LRF), our goal was to modernize the industry by boosting its communication, sharing knowledge, and making green careers look as exciting as they really are.

The mission was to promote LRF's initiative "Jobba Grönt" (Work Green) and get more students applying to agricultural and forestry schools. We aimed to attract new audiences, focusing on future high school and college students. To reach them, we used a multi-channel distribution strategy, highlighted by the highly successful YouTube series: The Green Challenge.

Method

• Digital concept development

• Customer journey strategy

• Influencer marketing

• Production and post-production

• Multi-channel media distribution

• Measurement and analysis

The Concept

We wanted to highlight the farming and forestry industry in a fresh, positive, and uplifting way. The goal was to bust old stereotypes and showcase the real opportunities within the sector. Our idea was to create an entertaining YouTube series called The Green Challenge. We teamed up with some of Sweden's biggest influencers, letting them compete in mini-challenges that subtly educated viewers about the industry along the way.

Influencer Partnership

To connect with a younger, more critical audience, YouTube was the obvious home for this campaign. It was also crucial to choose trustworthy, charismatic influencers who truly resonated with our target audience and fit the project's vibe.

Production

We spent three action-packed days shooting at Öknaskolan outside Stockholm. The project involved everything from scripting and logistics for over 50 people on set to managing all technical equipment. In the end, we produced five longer episodes for YouTube and over 30 unique ads tailored for Facebook, Instagram, and Snapchat.

Distribution

We used Facebook, Instagram, Snapchat, and YouTube to guide our audience through every step of their journey. To maximize our reach, the influencers also shared and promoted The Green Challenge on their own channels. During the campaign, we focused heavily on driving views to the YouTube series. We then collected engagement data to strategically target interests like farming, forestry, machinery, and zoology throughout the year, directing relevant traffic straight to the school application page.