Our brief was to increase the awareness and knowledge of Posten (The Swedish Postal Services) among Swedish youths and stimulate them to send more parcels with Posten, using earned media.

The solution was Stefan the Swopper, a 28 years old lifestyle artist from Stockholm who was sick and tired of all his belongings and therefore decided to swap them. Everything from his apartment to toothbrush had to go within one month. We utilised the different social media channels such as, Blogger, Flickr, Twitter, Facebook and YouTube, to deployed and spread Stefan’s message.

The site had more than 4 million visits (population in Sweden is 9 million). The campaign was covered by some of Sweden’s largest daily newspapers, national TV-channels, all of this without spending a penny on media.In total 1750 different possible swaps where uploaded onto www.stefantheswopper.com and the average time on the site was 15 minutes, with a 70% revisit statistic.