Together with Bruce Studios, United Influencers created “Grannfejden”, a Nordic showdown where Swedish and Norwegian creators came together through training, performance and storytelling. And when race day arrived in Oslo, Sweden took the win.

FROM TRAINING CHALLENGE TO FINAL SHOWDOWN

What started as a training challenge between Sweden and Norway gradually built towards a final competition. Together with Bruce Studios, United Influencers brought together four creators, two Swedish and two Norwegian, to create a competition that could unfold both in the training environment and across social media.

Ahead of the final, the participants trained with Bruce Studios in their respective countries and prepared for the challenge in Oslo. Bruce Studios brings training and recovery together under one membership, with access to everything from gyms, swimming and reformer to yoga, climbing, HIIT, sauna and HYROX.

The final challenge was HYROX, a training and competition format that combines running with functional strength and endurance exercises.

WHEN INFLUENCER MARKETING BECOMES A STORY

Grannfejden was about more than simply having creators publish content from a training session. The idea was to create a story that could build over time: two countries, two teams, training towards a shared challenge and finally a competition where the result was actually on the line.

That is where we see the potential of influencer marketing. When creators have a reason to meet, compete and develop together, it creates a natural narrative that audiences can follow from the first training session to the final result.

For Bruce Studios, the concept also created an opportunity to showcase the breadth of its training offering and let creators experience it firsthand, rather than communicating the service solely through traditional sponsored content.

FOUR CREATORS. TWO TEAMS. ONE NEIGHBOUR TO BEAT.

Two Swedish creators faced two Norwegian creators in a competition where physical performance and team spirit were at the centre.

Throughout the journey, audiences could follow the preparation and build up towards the final, while United Influencers followed the competition on the ground in Oslo.

And this time, Sweden took the win!

A CONCEPT WITH POTENTIAL

Grannfejden demonstrates how influencer marketing can be built around a bigger idea than the content itself. The concept creates multiple natural touchpoints between brands and audiences before, during and after the event, while giving creators a clear story to take their audiences along on.

For brands, this type of concept creates opportunities to become part of an experience rather than simply appearing in a single piece of content. This could include product integration, creator content, events, PR, social storytelling or longer term campaign concepts.

“The idea behind Grannfejden was to create something that felt bigger than a traditional influencer campaign. The Swedish and Norwegian creators were given a shared challenge to work towards, creating a story that developed over time and gave the audience a reason to follow the journey from training to competition. It was also important for me to be there throughout the journey, from the training sessions to the final competition in Oslo, and experience the concept together with the creators”.
- Benjamin Tjäder, Project Lead, United Influencers

United Influencers continuously develops influencer marketing campaigns where creators and brands come together through ideas designed to create both content and experiences.

We look forward to developing more Nordic creator concepts and creating new opportunities for brands to become part of meaningful experiences that connect creators, communities and audiences.

Want to see the action from race day? Watch the video here!

SWEDEN VS NORWAY IN A NORDIC FITNESS SHOWDOWN

FROM TRAINING CHALLENGE TO FINAL SHOWDOWN

WHEN INFLUENCER MARKETING BECOMES A STORY

FOUR CREATORS. TWO TEAMS. ONE NEIGHBOUR TO BEAT.

A CONCEPT WITH POTENTIAL

FRIENDS X UNITED INFLUENCERS