Skip to main content

Why Community-Driven Content Helped Intersport Win Over Norwegian Skiers

Goals and objectives

Intersport and Amedia Innholdsbyrå set out to develop a structured content journey that would both celebrate Norway’s rich ski heritage and establish Intersport as the leading authority in ski equipment and expertise across the country. Rather than launching a one-off campaign, the team created a multi-phase series of sponsored articles that evolved over time, designed to engage readers at every stage of their journey.

The campaign had three core objectives:

  • Foster engagement through a structured content series that guided readers from discovery to participation and expert insight.
  • Enhance perceived expertise by integrating authentic reader contributions with professional advice from Intersport specialists.
  • Achieve both local and national impact by tailoring articles regionally while maintaining a unified national narrative.

KPI's

  • Reached over 550,000 Norwegians through multiple articles in the content series.
  • Click-through rates peaked at 3.8% in certain regions, indicating strong reader engagement.
  • Readers spent up to 68 seconds per article, reflecting high levels of interest and attention.
  • Perceived expertise of Intersport increased by 343%, solidifying its position as a trusted source of ski knowledge.

Target audience

Geography: Nationwide across Norway, with regionally adapted content for hyper-local relevance.

Demographics:

  • Gender: All genders
  • Interests: Skiing, outdoor activities, winter sports, and community engagement

Psychographics:

  • Lifestyle: Active individuals passionate about nature, skiing, and exploring new destinations
  • Values: Trust in expert advice, appreciation for community storytelling, and love for the outdoors
  • Attitudes: Seek high-quality gear and actionable tips to improve their ski experiences

Strategy

Recognizing that skiing is deeply embedded in Norwegian identity, Amedia and Intersport crafted a three-phase content strategy designed to move readers from participation to inspiration to expert guidance.

Phase 1: User Participation & Data Collection

  • Readers were invited to nominate their favorite ski trips via interactive submission forms embedded in Amedia’s digital newspapers.
  • Dynamic Creative Optimization (DCO) generated over 500 unique regionally adapted headlines based on users’ locations.
  • AI-driven weather and snow data enabled real-time messaging adjustments, ensuring relevance based on local conditions.

Phase 2: Regionally Tailored Storytelling

  • User-submitted ski trips were featured in local digital newspapers, spotlighting community-nominated routes.
  • Each article was tailored to its region, ensuring hyper-local resonance.
  • Authentic user quotes and high-quality visuals enhanced credibility and emotional engagement.

Phase 3: Expert Insights from Intersport Specialists

  • Intersport professionals contributed expert articles on ski maintenance, gear selection, and dressing for varying conditions.
  • This phase provided readers with practical advice to elevate their ski experiences, reinforcing Intersport’s authority.

Creative idea

The campaign’s creative execution was designed as a cohesive content journey, guiding readers from storytelling to practical learning.

  • Progressive storytelling: Readers moved through a structured narrative—from sharing their own experiences to gaining inspiration and finally accessing expert advice.
  • Community-powered content: Real stories from everyday skiers built authenticity and trust.
  • Expert validation: Intersport’s professionals added credibility and actionable value.
  • Visually rich storytelling: High-quality imagery and video content showcased Norway’s stunning ski landscapes, strengthening emotional connections.

Channels

  • Amedia’s digital newspapers: The content series was distributed across Norway’s largest local media network.
  • Print newspapers: Local print editions featured ski tips and QR codes linking to digital content, creating a seamless cross-platform experience.

Learnings

  • Structuring content as a progressive series proved more effective than isolated articles, encouraging deeper engagement.
  • Combining community recommendations with expert insights increased reader trust and interaction with the brand.
  • Articles featuring Intersport’s professionals had the highest engagement times, demonstrating a strong demand for practical advice.
  • Print and digital synergy enhanced brand trust and time spent with content, validating the power of cross-platform storytelling.

Surprising Insights

  • Even regions with minimal snowfall showed high engagement, underscoring the cultural significance of skiing across Norway.
  • The campaign’s relevance extended beyond traditional ski hubs, proving that the passion for skiing transcends geography.