Strategy  ┃  Marketing  ┃  Creative Direction

Summary

Once one of the most recognized brands in the Nordics, Eniro had become outdated: forgotten by users, distrusted by shareholders, and overlooked by talent. Small tweaks wouldn’t be enough. We needed to reimagine everything. I played a key role in leading Eniro’s transformation from a legacy search directory to a vibrant, modern discovery platform. Eniro 3.0 is playful, personal, and useful. It's a local discovery app that helps people explore and experience their surroundings, find new places, uncover deals, and connect with their community. Think more Foursquare than Yellow Pages - less lookup, more lifestyle. By repositioning Eniro as a tool for real-life exploration and connection, and backing it with bold branding, engaging content, and a fresh marketing strategy, we sparked a cultural and commercial shift - both inside the company and out.

Approach.

  • Repositioned Eniro from a passive lookup service to an active, daily utility for exploring your local surroundings.

  • Developed new brand architecture, vision, values and tone of voice

  • Aligned all departments internally around a single, clear brand story.

  • Rebuilt the core platform with a more analytical, user-centric approach to UX and interface. Refreshed the overall UI to feel modern, optimistic and intuitive.

  • Redesigned traditional company listings as rich, mini “microsites” to increase engagement and SEO value for local businesses.

  • Launched a content marketing strategy rooted in entertainment and relatability -UGC, name-day reminders, quirky local trivia, street interviews and more

  • Made our CEO a central figure in media outreach — sharing his own underdog story through press and podcasts.

Results

  • 50% increase of monthly users adding company information on Eniro.se

  • In Q3/Q4 2024, Eniro experienced the best quarterly result in 6 years & 11 years

  • Massively improved eNPS-score.

Selected work

Afterglow for Philips

NewGlue

Robin (by Eniro)