Increasing Social Web Traffic by +45% With Giveaways & YouTube Tutorials

Key Takeaways

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In August 2021, Fjallraven saw a +46% increase MoM in social web traffic, where mobile made up 81% of social web traffic. This increase was driven by the following factors:

• Giveaway Ads on Instagram & Facebook: Fjallraven increased their social media ad spend budget by +238% in August 2021, where 45% of the budget was allocated towards giveaways. In August, the brand ran a Kånken backpack giveaway where there was a winner everyday. 
• subreddit Mentions: Fjallraven is commonly discussed on various subreddits related to male fashion, thrift finds, camping gear and a popular forum called “r/BuyItForLife” where redditors discuss durable and quality made products that are made to last a lifetime. Users who post about Fjallraven tend to discuss the brand’s environmental impact, product reviews, thrifting finds, and recommendations.
• “How-To” YouTube Videos: Although the brand did not run any YouTube ads in 2021, they drove social traffic to the site through their “How To” video series where they teach viewers how to wash their Kånken, how to choose a shell layer, and more. On Average, these videos generate over 163K views per video. 
  

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Social media drove the highest percentage of web traffic outside of search and direct for fjallraven.com in 2021 (January - August) for both mobile and desktop devices.

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On desktop, Facebook drives the highest volume of social web traffic* (33%) followed by reddit (31%) and YouTube (23%).

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In August 2021, there was a +46% increase MoM in social web traffic. Mobile represents 81% of total social web traffic. On average, social media generates 110K monthly site visits on mobile.

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The +46% increase in social web traffic MoM was positively corresponding with a +238% increase in paid social advertising spend in August 2021.

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The top campaign for social media ads were giveaways, which represented 45% of the total ad spend budget for August 2021.  

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In 2021, Fjallraven ran 5 seasonal giveaways where followers could win either a Kånken backpack, National Park Passes or a $500 shopping experience.

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67% of Fjallraven’s Facebook ads targeted iOS device users, who were predominantly male (69%).

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When it comes to the geographical budget distribution, Fjallraven ran most of its ads in metropolitan cities — 8% of the ads targeted audiences in Dallas, followed by Seattle.

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Although Fjallraven did not run any display ads on reddit.com in 2021, the brand is commonly discussed on subreddits such as “r/BuyItForLife” where redditors discuss durable and quality made products that are made to last a lifetime. 

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On the subreddit “r/malefashionadvice”, redditors are interested in product reviews, recommendations and brand perceptions when it comes to Fjallraven products.

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Fjallraven drives organic social traffic to the site through their “How To” video series on YouTube. These tutorials resonate with the target audience, on average each video generates 163K video views.

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