We gave Danes aged 18-35 exactly what they wanted: a free “saunagus” club with no waiting list, sponsored by Fisherman’s Friend. The events took place in Aarhus and Copenhagen, featuring a branded sauna wagon, professional “gusmasters,” oils scented with Fisherman’s Friend flavors, free hot drinks, and goodie bags.
The digital campaign ran for six months on TikTok and Meta, combining social media content, advertising, influencer marketing, and a sign-up website to engage participants and spread the word.
All 800 “saunagus” spots were fully booked in just one hour! In total, the campaign achieved over 6.5 million impressions on social media. That’s what we call “seen by few, viewed by many.”