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.