HUSQVARNA EXTENDS PARTNERSHIP

Husqvarna Group extends its influencer partnership with United Influencers for the third year in a row, highlighting the effectiveness of influencer marketing in promoting products with longer purchase cycles.

For the third year in a row, Husqvarna is extending its collaboration with United Influencers, a clear sign that influencer marketing can play a vital role in positioning products with a longer purchase cycle. By working with carefully selected profiles, United Influencers has helped strengthen Husqvarna’s brand awareness while also communicating product-specific features in an inspiring and entertaining way.

As a global leader in garden products, Husqvarna sees influencer marketing as one of several key pillars for engaging relevant target audiences and building the brand in digital channels.

“We see great strength in this strategy, as it not only provides social proof and shows the products in action, but also makes it possible to reach a new, engaged audience on social media”, says Fanny Alfredsson, Marketing Communications Manager at Husqvarna.

Fanny Alfredsson explains that for products with longer purchase cycles, it’s crucial to continuously create value for the target group through educational and inspiring content. Through long-term collaborations with influencers, Husqvarna can gradually build trust among potential buyers and guide them through the customer journey in an inspiring way. Thoughtful exposure and insightful usage examples help consumers understand the product benefits and justify an investment in quality gardening tools. Influencer marketing creates value by increasing awareness of Husqvarna’s products, demonstrating their use, and, most importantly, building trust through authentic user experiences.

“We see a growing interest in influencer marketing within the gardening and outdoor segment, and Husqvarna is a prime example of a brand that truly understands the value of embracing this strategy. We are proud to continue our partnership and look forward to creating more effective and inspiring campaigns together”, says Frida Nordqvist, Senior Commercial Lead at United Influencers.

“Given that the customer journey for Husqvarna’s products is longer than what is traditionally seen in influencer marketing, a long-term perspective is crucial. In the short term, we measure engagement, reach, and audience response, while brand awareness and shifts in attitude are tracked over time. One of the most important tasks is identifying the right influencers and ensuring that the messages are communicated credibly and accurately, especially since safety is a key factor when using Husqvarna’s products”, explains Frida Nordqvist.


PROJECT LEAD
Frida Nordqvist
Senior Commercial Lead
+46 768 91 04 18
frida@unitedinfluencers.se
United Influencers Sweden

AUTHOR
Lina Sallander
Influencer Researcher & Marketing Coordinator
lina@unitedinfluencers.se
United Influencers Sweden

FOR MORE INFORMATION
Jakob Wigselius
CEO Scandinavia
jakob@unitedinfluencers.se
United Influencers // ELLE Norway