Nille - to the final in Aller Best Q1

Knitting madness - with yarn from Nille

Nille wanted to make all knitting-loving women aware that they have a large selection of high-quality yarn at far more reasonable prices than their competitors.

Aller Media was chosen as the marketing channel, and the response was overwhelming! The click rate and number of page views were sky-high, and via the articles on KK, Se & Hør and Dagbladet , Nille generated sales and awareness of Linde Garn. At the end of the campaign period, Cathrine Kaldestad, Key Account Manager at Aller Media, and her team were able to conclude that they had succeeded in creating a knitting craze - with yarn from Nille.

Aller Media + knitting = true

Knitting has a long tradition among Aller Media's brands, so it's no surprise that knitting would be a hit.

- "We're not surprised that there are so many knitting-loving women, but we are surprised by how many people have engaged with the content through the campaign," says Hanne Krogstad of Starcom.

Cathrine Kaldestad says that they received a fairly open brief from the media agency Starcom. With Aller Media's insight into the target group and a very good coverage index for women interested in knitting and needlework, they presented a solution that Nille couldn't refuse.

Hanne Krogstad, customer manager for Nille in Starcom, can confirm this!

- Aller Media had put a lot of resources into their response to the brief we sent, and we felt that they had a good understanding of Nille's challenges and that the solutions presented were smart and, not least, right for the campaign. Good dialog from the start has been critical, and we have had very good follow-up throughout the campaign from Cathrine and Aller," praises Hanne Krogstad.

Inspiration for everyone

But how did you solve the task?

- We put together a team including a designer, writer and photographer. We wanted to reach a broad age group of women aged 20-60 who knit or want to learn to knit, and decided that inspiring and educational content articles with videos and advertorials would be the solution," says Cathrine Kaldestad.

Knitting is perfect for Aller Media's sites, especially for KK's readers. To capture beginners, experts and everyone in between, they created articles with smart tips and tricks for all skill levels. Many younger people have jumped on the knitting trend, so knitting is no longer just for grown-ups.

On the team was Helene Holtop, the knitting enthusiast behind the Instagram account @strikkehelle. She was already working with Nille, so it was natural to involve her in the project. With her warm and friendly profile, she was the perfect person to guide and give tips through the videos and articles.

It can be difficult for beginners to get started, especially now that they haven't been able to meet a mother, grandmother or aunt who can teach them old skills. Helene, who learned the art of knitting from her grandmother, was therefore the best teacher for those who wanted to learn to knit.

- It's easy for several generations to relate to her, and you don't have to know anything special to benefit from the tips she gives," says Cathrine Kaldestad.

"Timed" and organized

The timing really couldn't have been better! For several chilly weeks around Easter, readers could enjoy inspiring Easter and spring knitting in KK magazine and on the websites of KK, Se & Hør and Dagbladet. And this in the middle of a period when Norway was "Corona-closed".

- Over the past year, many people have become interested in hobbies, including knitting. By targeting the Easter period, when many people have time off and are particularly good at spending time on themselves, we hit the target group well and in the right mode," Cathrine Kaldestad summarizes.

The marketing manager at Nille is also pleased with the timing, but also believes that targeting the target group has been a success factor.

- "KK is probably a good match for Nille, and I'm not surprised that knitwear hits the mark here. I think the campaign has succeeded so well because the target group has been well managed and because we are reaching a segment that is interested in what we are talking about," says a satisfied Ingrid Gulaker Motrøe