A campaign for Grönstedtska Palatset

The assignment: To highlight the potential of the historic Grönstedtska Palatset property.

While the building itself is well-known, few are familiar with its interior and cultural-historical value. The task was to showcase the potential and value of Grönstedtska Palatset to the right target audience. To achieve this effectively, the communication strategy leveraged the building’s cultural and historical significance, its prime location, and the future advantages of a property in the newly-emerging Hagastaden area of Stockholm.

The solution: A strategic concept with a custom-designed mix of media channels.

A strategic concept with a custom-designed mix of media channels. Appelberg took a holistic approach to the assignment. We identified the target audience through dialogue with Areim, along with the specific stage of interest at which those targets were. This shaped the concept, the communication and the choice of media channels.

The creative concept was developed based on a dual logic. The communication needed to engage the target audience at their respective stages of interest while simultaneously reflecting the product itself – a property that had journeyed through the past and present and was now looking toward the future. The result was a concept that was structured into three chapters. Each chapter featured its own visual style and narrative, driven by films and advertising materials produced by Appelberg.

We built a digital foundation from scratch to provide a platform for the concept to thrive, as well as establishing organic channels, and only then did we launch the campaign. Distribution was done via LinkedIn, Meta and programmatic buys – spanning both niche premium sites and re-targeting efforts. We also implemented several on-site measurement points for the optimisation of the ads and the reporting of audience reaction; this enabled us to engage in continuous optimisation and adjustment of the channel mix based on its performance, as well as the ongoing delivery of data-driven insights to Areim.

The results: Strong delivery and creative insights for the future.

The campaign generated 2.5 times more clicks than target, with both click-through rate (CTR) and cost per click (CPC) significantly outperforming the planned figures and the set benchmarks. Equally important, the channel mix functioned exactly as intended: reach, quality, and amplification worked in concert to ensure the right audience was reached in the right context.

The creative concept – spanning past, present, and future – performed differently across various channels, thereby validating the strategy. These three angles provided distinct entry points for an audience who were at varying stages of interest, with each angle finding the channel where it resonated most effectively. This approach delivered both broad coverage and relevance within each specific context.