Harness racing is a big deal in Sweden - nearly two million Swedes bet on horse racing every year. But despite a well-established interest, it remains a challenge for [our client], Sweden’s leading betting company in horse racing, to engage a younger and broader crowd. The learning curve is perceived as too steep by many – just placing a bet can prove difficult when you’re not familiar with neither the sport nor the lingo.

Our mission was to strengthen the following perceptions:

• It’s easy to understand [the company’s] products

• It’s easy to buy [the company’s] products

• [The company] gives me positive feelings

• [The company] has products that suites me

By strengthening the above perceptions, the campaign aimed to help [our client] increase the number of registered bets with 10 percent (unique customers) in May 2017 compared with May 2016.

First, we contacted the people behind Sweden’s biggest trotting community in social media: Hulkens Travgrupp, and asked for their help in getting more people into trotting. A survey was sent out to the group’s 12 000 members on Facebook. The community came together and shared their stories, advice and passion for trotting. Together we created the world’s first crowdsourced beginners’ guide to trotting.

The wisdom of the community was transformed into an illuminating guide with playful undertones – unlike anything [the company] had done before. More importantly, the guide acts as an encyclopedia and dictionary for newcomers who’d like to learn about and bet on trotting. In conjunction with Elitloppet, the guide was distributed in 10 000 copies – as well as in digital form on Facebook, Instagram and www.alskatravsnack.se. Users could download the guide for themselves, or share it with their followers – complete with their own customized cover.