SJ, The Swedish State Railway
Influencer campaign
2024
”This is an innovative campaign that successfully engaged a hard-to-reach target audience and strengthened a traditional brand’s relevance in a new context.”
Background
SJ AB has provided rail travel across Sweden for over a century. In 2023, the company set out to engage young adults through gaming with the influencer campaign SJ Streamerduellen.
Execution
Config developed a year-long campaign with four Swedish streamers aligned with SJ’s values, activating their communities through train-themed challenges across titles like Minecraft and Train Simulator. The campaign culminated in a live final and meet-and-greet at DreamHack Winter 2024.
Impact
The campaign delivered a strong uplift for SJ AB in a third-party Brand Metric survey, with brand consideration rising significantly and brand preference increasing even more. It also won the Best Influencer Marketing Campaign award at the Mixx Awards 2025. Read more.
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