SVENSKA DAGBLADET
SVENSKA DAGBLADET
A new way for more succesful
PARTNERSHIPS
Besides the parliamentary elections in September, one
of SvD’s largest editorial – and commercial – initiatives in
2014 was its “Sweden’s greatest entrepreneur” campaign.
The project focused on Sweden’s great innovators in
business life, and is an excellent example of how SvD increases reader engagement through online voting. For six
weeks, more than 10,000 readers voted for their favourite
Swedish entrepreneurs – past and present – from a list of
around one hundred people ranging from Alfred Nobel to
pop singer and music entrepreneur Robyn.
Readers were asked to add three candidates of their
own, attracting more than 250 suggestions via different
digital channels. The campaign was groundbreaking in
the impact and page views it generated, and in the close
collaboration it creates between SvD’s editorial and commercial operations.
The main sponsor – Carnegie Investment Bank – was
exposed in every page view, both online and in print, with
extremely positive results for Carnegie and SvD.
Ikea founder, Ingvar Kamprad, was voted Sweden’s
top entrepreneur, and as a grand finale, the publicity-shy
89-year old surprised everyone by turning up in person to receive his award from Sweden’s Prince Daniel.
Kamprad’s 14-minute acceptance speech, which included
entrepreneurial advice for the 1,000-plus youngsters
present, was reported in hundreds of media outlets in
Sweden and abroad, all creating substantial goodwill for
the SvD brand.
This project helped us achieve our strategic goals in a
number of ways. For example, it helped migrate readers
and subscribers from print to digital. By making strong
editorial content around the entrepreneurs – 15 of whom
where shown on print splashes – we encouraged readers
to visit the online voting page. We also paved the way for
more successful partnerships in sponsored content by
creating this powerful showpiece.
KEY GOALS AND ISSUES FOR 2015
As mentioned earlier in this report, the