Marketing ┃ Brand strategy ┃ Creative DirectionSummary
With an infamous reputation in the Nordics, I lead the journey of transforming stock-listed YellowPages-company Eniro, including the creation of “Robin” - a B2B marketing service for Nordic SMEs.
Robin is not a traditional marketing agency. It is a modern business solution, a "team as a service" (TaaS) that offers companies something truly unique: access to hundreds of marketing professionals. Through various tools, smart solutions and efficient channels, our sidekicks help entrepreneurs manage and grow their business without hassle and with low risk. So that entrepreneurs can focus on what they do best!
Background
Ask any Scandinavian; Eniro has been through a couple of difficult years. The company went from a turnover of 5BN SEK and over 3000 employees, to struggling to make a profit with around 600 employees. In May 2024 we launched “Robin” in four Nordic markets.
Even though Eniro has offered digital marketing solutions to SMEs for years, the company has struggled with growing the service. After thorough research, it was clear that Eniro’s strong brand presence with over 96% brand awareness wasn’t helping their B2B-marketing services, instead it was hurting it. The Eniro brand and its Yellow Pages platforms are so hard-coded into people’s minds that it was almost impossible to bring new services to the market under the same name. With this data as a foundation, we decided to break out Eniro’s B2B marketing services under the new brand “Robin”.
Brand approach
We set out to make Robin a modern, customer-centric brand with a much more human approach. With energy and motivation, we made entrepreneurs the hero of our narrative, celebrating their hard work and dedication. We praise the effort - not the success. Instead, Robin is the hero’s trusted partner, and our employees are their knowledgable sidekicks. By tapping into the emotional spectrum of business owners, this communication proved effectful and gained a lot of engagement.
Marketing strategy
With a new, unknown brand we had to build awareness from scratch, while continuing to drive thousands of monthly leads to meet the organization’s ambitious business goals. With a business fully dependent on outbound sales calls, we took an “All bound”-approach, making content marketing the engine of our GTM-strategy, effectively building trust in the brand while driving more efficiency in sales.
We created a scalable infrastructure with advanced GPTs programmed with deep SEO-theory and our unique tone of voice, allowing us to turbo-charge effective content creation across 4 markets. To further drive our employees’ personal brands as experts and “sidekicks”, we launched a crowdswarming-initiative by activating Sales Reps on Linkedin to write and share insightful content in their personal feeds. With a full funnel approach, we created digital touch points in every step of the customer journey, driving trust and educational content, which led to improved segmentation and qualification of leads.
Results
In just a few months we managed to cut CPL in half, and marketing initiatives massively improved hit-rates in sales calls, going from 5% to over 20% in some cases. The content strategy quickly gained traction and Robin outranked competitors for several competitive keywords, vastly growing organic traffic to site. Booked meetings with Sales Reps grew fast with over 50% MoM growth within months.
Rebranding
Visually, we used raw documentary imagery and mixed it with contrasting bright colors and impactful copy. In the logo, we kept references to Eniro’s brand to create some resemblance and show homage to our sister brand.
Selected work
Afterglow for Philips
NewGlue
Skippo