24 Aug 2026
How Precis Got Outdoor Enthusiasts to Choose Fjällräven with DOOH Campaign
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Outdoor brands operate in an increasingly competitive environment, and getting enthusiasts to pick your brand over the others is no small feat.
Together with Precis, the historic brand, Fjällräven, launched the “We are Fjällräven” campaign in Germany to boost brand consideration and influence brand preference. Targeting outdoor enthusiasts and potential customers, Fjällräven’s DOOH campaign became a massive success.
Founded in 1960, Fjällräven’s mission is to inspire and enable more people to spend time in nature. Their clothing and equipment are built to last and made with innovative and sustainable solutions such as recycled organic materials and PFC-free impregnation.
Through the years, the company found itself under mounting pressure from the steep competition in the market. They soon realised that counting on performance-based marketing is only going to get you some of the way. It really starts with building a strong brand consideration.
Introducing a new channel to the mix
With the help of Precis, the “We are Fjällräven” campaign kicked off. To maximise the campaign’s impact, Precis implemented a strategic multi-channel approach leveraging Fjällräven’s strong social media presence while diversifying the media mix. By incorporating Digital-Out-of-Home (DOOH) advertising, Precis created additional touchpoints to capture audience attention and amplify brand visibility.
This approach allowed Fjällräven to reach potential customers in relevant, high-traffic areas, effectively complementing the brand’s digital efforts.
Targeting the customers where they are
To shift audience perception towards brand preference, Precis targeted those most likely to know the Fjällräven brand and be in the market for outdoor products.
Partnering with Vistar Media, they secured DOOH placements across six venue types in Berlin, Munich, Stuttgart, Dortmund, and Cologne. They ran the campaign on screens near Fjällräven reseller locations and in high-traffic areas frequented by outdoor enthusiasts.
Measurable results
After the campaign ended, Fjällräven could celebrate a 23% increase in brand consideration, 43% increase in purchase intent and a 4% increase in association with “long-lasting products”, something at the core of their brand DNA.
Joel Nyren, their Global Marketing Planning and Media Manager, said about the campaign:
“Adding DOOH, with smart geolocated targeting near major reseller stores, has really helped us boost brand consideration and purchase intent”
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