Team Polar’s Post

This is the Content Hub, a project group born in the creative delta of the Brand, Marketing, and Direct to Consumer departments at Haglöfs. With one (well...) purpose and one purpose only: to create smart, efficient, interesting, and tasty content for our E-commerce, Social channels, Newsletters, Brand Stores, and more. Since we started one and a half years ago, we have increased the content intensity (evidence) as well as the content depth (opinion). A few highlights since the birth of the Hub: - Increased traffic to campaign sites, product sites, and blog posts ⬆ - More followers and boosted engagement numbers on social media ⬆ - A growing number of subscribers to our newsletters ⬆ - More and more content pushes activated in our brand stores ⬆ Great numbers indeed, made possible by this incredible team. A mix of analytical skills, critical thinking, and empathy for your wingmen are the main drivers (opinion, again) of making this Hub a powerful machine. Together, towards new heights. (Missing in the photo: Emil, Lisa, Ämeli)

Flying under the radar, quite literally, is the untapped potential of content marketing in the world of aviation: Employee Advocacy. Imagine this: Your flight crew, not just your marketing team, becomes the face of your airline on social media. From the captain sharing breathtaking sunrise views from the cockpit to the ground staff detailing the intricate dance of logistics that gets you to your destination on time - these stories have the power to transform your brand. Why? Because authenticity sells. In an industry where customer experience is paramount, who better to narrate your brand's story than those who are its backbone? Employees, with their firsthand experiences and genuine interactions, bring a level of trust and credibility that polished marketing campaigns can often lack. But here's the kicker - it's not just about sharing content. It's about empowering your team to be brand ambassadors. This means providing them with the right tools, guidance, and encouragement to share their stories. It’s about fostering a culture where advocacy is recognized and rewarded. Think about it. When was the last time an airline's marketing campaign made you feel something genuine? Now, compare that to the warmth of a personal story shared by someone who just helped you reach your destination or ensured your safety mid-flight. Sure, some airlines are doing a good job. To mention United for example. Their viral captain announcing his first flight with his mom/cabin crew was sweet. Ryan Air has been named a thousand times for their great social media specific campaigns. But it pretty much ends there. But the vast majority is doing little or nothing. The potential is sky-high. Are you ready to take your brand to new altitudes with employee advocacy? Let's start a conversation on how we can make this vision a reality. Share your thoughts below or DM me to discuss further.

Creating visuals that sell. Compelling images, videos, and graphics can capture attention and drive conversions. Whether it's an eye-catching product photo, an engaging social media video, or a captivating infographic, visuals have the power to influence consumer behavior and increase sales. By investing in high-quality visuals that align with your brand and resonate with your target audience, you can enhance your marketing efforts.

Behind the scenes! In the fast-paced world of marketing, getting out into the field isn’t just a luxury-it’s a necessity. At BX Bunka Australia, the team felt it’s important to gain an understanding and immerse ourselves in the environments where the Steel-Line products and services are used. By experiencing the firsthand challenges and opportunities customers and installers face, as a marketer we can develop more effective messaging. Similarly, by capturing real-life experiences in the field, our content can resonate with our audiences on a deeper and more authentic level. Can’t wait for the next content day.

Next week, I’m presenting at Erie Homecoming. Here is a peek of what I’m teaching in case you can’t make it… Marketing is no longer just about talking about what what you sell. You have to attract people by sharing stories. People connect with people, not just sales pitches. Social media is the main driver in distributing and telling stories. Each platform lends itself to different ways to use video, photos and written word to share stories. One story does not equal one post. You can repurpose and recycle good stories in may different ways to maximize reach and impact. What questions do you have about utilizing storytelling and social media in your marketing? I’d love to include them in my presentation.

Storytelling is arguably the most important thing in social media & brand marketing. Lately, my team has had some new exciting ideas on how to develop and grow our social presence, something that often takes the back seat in the financial services space, and focus on content that represents who we are as a brand. These are some questions we asked ourselves to keep storytelling at the forefront of our social strategy: - Are we giving our audience the authenticity & emotional engagement that they need to connect with us? - Are we telling stories that show our values in every day life? - How do we show more of the people behind the brand? - Will this content educate, entertain, or excite our audience? (if not, don't post it!) - Are we posting this just to fill a content slot? We keep reminded ourselves that if we're not exciting about sharing it, our audience won't be excited to read it 😊

What do you get when you.. hire a team of fresh and spunky creatives, strategic geniuses, talent managers and introduce 'out of the box' tactics to help scale your business? Unscripted. ✅ Fresh and spunky content Covering all elements of your creative content strategy - engaging videography and photography for social, content creation and management. ✅ Analytical and strategic ads We understand the deep dark depths of google and social ads, so you don't have to. ✅ Total talent management Imagine 5 million eyeballs on your brand 👀 With a roster of micro and macro creators, with both national and global reach, we're able to push your brand to the most relevant consumers. Combining the creative, strategic and talent aspects of marketing, we have all areas of your business covered. Unscripted. That's us 👋 feel free to say hey.

📣 Content is one of the main building blocks of brand marketing. Building a strong brand presence is key to success. Social media makes it easier today to get your brand and values out there and find like-minded people and potential customers. But how do we get that content out? 💡 IDEA 🖍 CREATIVES 🗓 PLANING ⭐ MEASURING Here are a couple of our favorite tools to get you started:

100,000 Followers! This Instagram account belongs to my father, a dedicated captain who’s been in the aviation industry since 1995. Over the past two months, his channel has grown by around 90,000 followers, and it’s made me realize something simple but powerful: 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗼𝗻 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 = 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 In a world full of highly produced content, there’s often a gap between creators and audiences. That’s why it’s refreshing—and even surprising—to see a regular 58-year-old pilot simply set up a camera, share his knowledge, and reach millions (1.4M views on one video alone!) without gimmicks. I’m not a marketing expert, but witnessing this growth has shown me that, sometimes, all it takes is a genuine passion and simplicity to create real value and engage with people. Here’s to keeping it real on social media! 🙌✈️ P.S. If you enjoy aviation, @ramonvalles1966 is worth a look!

*What is marketing* Today, I heard something amazing: What is marketing? • When a new fashion brand is in town, their signs and posters would be Advertising. • When we put posters on billboards and vehicles, it's Promotion. • When those posters are getting attention on social media and eventually newspapers, that's Publicity. • When people laugh looking at the memes made on the posters, it's Public Relations. • When we tell the services customers would get, the offers, the experience, that's Sales. Everything included is called Marketing!!