Rusta wins Aller Best Q1 2026

For over ten years, Rusta has been present on the Norwegian market. They are known for their wide range of products you may need in everyday life, and not least for their huge selection of interior and furniture for your home. By the way, have you been there?

Rusta has extensive experience with content at Aller Media. And with her profile, which is specifically aimed at women interested in interior design, Aller Media's women's sites are a perfect match.

- The results have always been good, but never extraordinary. Existing content formats had reached the ceiling of what they could deliver. You could say that ordinary measures have produced ordinary results. So now it was time to think differently, says Aleksander Hamm, Strategic Group Account Manager at Aller Media.

Rusta is not alone in the market, and has strong competitors who have owned top-of-mind in the category. So something had to be done here.

Trust + timing + channel mix = success!

The fact that these three factors came into place at the same time was absolutely essential for the result. In addition, we could refer to a recent consumer survey, conducted by Norstat, on women's relationship to furniture and interior design.

- We knew that Aller Media women spend more than average on interior design and visit physical stores regularly. Many renew their interiors after the season, and a full 75% prefer timeless design over trends. In a time when people are more price-conscious than ever, they are still renewing their homes, but they are looking smarter, says Hamm.

Since Rusta combines a large selection, thoughtful design and reasonable prices, everything was in place for good results on KK.no and Seher.no.

What three moves did we use?

1 Rusta's own expert at the forefront

Cecilia Lindqvist is Rusta's own interior stylist, and was the heart of the campaign. Experience from previous campaigns showed that when she was actively present on the front page and in articles, clicks and engagement increased. This time we wanted to take full advantage of this!

She was featured on the cover with her name and face, and was the consistent voice throughout the content with her own product choices, specific tips, and personal recommendations.

"Cecilia is a voice people trust. When she fronts the article, the target audience is not reading advertising, but advice from someone they know. Trust is what makes the difference between someone who scrolls past and someone who clicks on," says Hamm.

2 Timing by season

Just as Norwegians started clearing out their garden furniture and planning their summer outdoor spaces, Cecilia was there with concrete tips, Rusta's own products and prices that would make it easy to get inspired and shop.

- Content about balconies and outdoor furniture in March–April doesn't hit the mark because it's smart planning. It hits the mark because the reader is already in the mood. Rusta was there with an answer right when the question arose, says Hamm.

3 Correct channels

K.K. and Se og Hør is an unbeatable combination.

KK meets her when she is planning and looking for inspiration. Se & Hør meets her in her everyday life, there and then. Both channels reach women who, as documented, spend more than the average on home and interior design.

- KK and Se & Hør own the lifestyle audience in Norway. The combination of both, with a consistent expert profile and seasonal content, created a campaign that was greater than the sum of the individual publications, says Hamm.