FJÄLLRÄVEN

Rolling out a varied, multi-lingual event programme with Cvent

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200%

Increase in registration numbers

60+

Events launched in Cvent Year 1

50

Cvent users onboarded in Year 1

Background

Fjällräven is a Swedish brand producing outdoor equipment, such as backpacks, sleeping bags, tents and similar apparel. Their overarching mission is to inspire people to spend time in nature, empowering them to do so with products suited for all activities, abilities and ambitions, from walking a dog to climbing Mt. Everest.

Five people in trekking gear pose in front of a START sign and a blue tent.

“Events have always been a central part of our brand identity,” shares Carl Hård af Segerstad, Global Event Manager at Fjällräven. “Åke Nordin, the founder of the company, loved being in the outdoors on his own but quickly realised he needed more users to test the products and collect feedback to further refine them. Inviting people into nature became a very intuitive way to advance his work.”

“We’ve sought to build on that legacy and continue to host events for people out in nature.”

Delivering a varied, international event programme

Fjällräven host a range of global events to deliver on this goal.

A group of people are sitting on benches with flags hanging above them in front of a building.

The Fjällräven Classic Event Series comprises a range of virtual prep sessions leading to a series of hikes with a Fjällräven expert. They also host Campfire events – in-person gatherings which explore various aspects of the hiking and mountaineering world. These also include virtual sessions covering a range of topics, from mushroom foraging to forest camping, and many more.

Three teams of dogsledders and huskies, with snow-capped mountains in the background.

The company also host Fjällräven Polar, a 300km dog sledding expedition across the arctic tundra. They used Cvent to deliver a social influencer campaign, with the winners welcomed to the trip. They used Cvent’s Attendee Hub to brief contestants, deliver on-demand educational webinars, train the finalists, and to plan an award ceremony for the winners.

An adult man sitting on a chair with his arms crossed and looking forward.

"Cvent’s multi-language capacity was definitely a point in their favour"

Carl Hård af Segerstad, Global Event Manager, Fjällräven

 

Rolling out a global strategy with Cvent

Fjällräven were searching specifically for a global event technology provider to support this international programme.

Two people with backpacks are hiking with trekking poles on a grassy field under a mountain.

“Our analysis of our needs and considerations led us to realise we needed to level up when it came to our event platform,” explains Carl. “We sell many tickets to events in South Korea, Denmark, Germany, the UK, Sweden and the US, and are looking forward to going into even more global markets, so a global scope was key.”

Edit text dialog box for question label in Spanish with save and cancel buttons.

One way in which Fjällräven localised these events was by utilising Cvent’s multi-lingual functionality.

Event Management allows users to create multi-language events, and to create distinct invitation lists per language. Registrants can receive emails, navigate event websites, registration forms and feedback surveys in their native language.

“When you talk to an audience in, say, Denmark or South Korea, you really need to be using the local language,” Carl continues. “Cvent’s multi-language capacity was definitely a point in their favour during procurement.”

Rapid implementation in Year 1

Fjällräven adopted Cvent less than one year ago, but have already made quick progress. In their first year, they’ve already delivered over 60 events, trained 50 users, and worked with Cvent to develop a custom integration with their consumer-facing website.

Several people are camping in the snow, with orange tents and trees in the distance.

“There’s definitely a learning curve, and we would have been lost without our Account Managers and Success Advisors at Cvent,” shares Carl. “Cvent’s online training was a good place to begin onboarding the users, and over time we’ve built up centralised power users combined with more local users with different responsibilities and levels of access.”

Theo Chocolate and Fjallraven Seattle pop-up shop in the outdoor setting with people sitting on grass.

Furthermore, Fjällräven make use of event templates and Cvent’s Event Build Team to get their Cvent users up to speed.

As an additional service, Cvent customers can commission one of our seasoned Event Builders to create an event on their behalf – meaning events come out perfect while teams get acquainted with Cvent.

“The Event Build team were a great asset, and very helpful when it came to defining and refining our events,” Carl reflects.

Three hikers stand under the sign of Hallraven Classic with a building in the background.

 

“Sometimes we’re overwhelmed by the capacity of what it can do, but overall we’re very happy with our first year with Cvent”

Carl Hård af Segerstad, Global Event Manager, Fjällräven

 

From these examples, the team are able to create templates to ease in newer users while enabling them to create detailed, high-quality events – while also saving time when hosting multiple, similar events in different countries.

 

Reflecting and looking to the future

“In our first year with Cvent, we’re still learning a lot”, concludes Carl. “Sometimes we’re overwhelmed by the capacity of what it can do, but overall we’re happy with our outcomes so far.”

People walking in the snow with dogsleds in a row on a sunny day with mountains in the background.

“The reporting in particular is very comprehensive – once you know what you want to see, everything is there. The ability to set up a payment system for event tickets and run financial reports in the same system was a key reason we ultimately decided to go with Cvent.”

“We’re very content now having a unifying, global platform that we can continue to grow, and we see a great many possibilities in future.”

The Fjallraven logo features a red fox head and stylized red text on a black background.

GOALS

  • To manage a varied, international event programme with one platform

APPROACH

  • Adopted Cvent and trained their global team of event planners to build multi-lingual events

RESULTS

  • 200% increase in event registration
  • 60+ events launched in year 1
  • 50 Cvent users onboarded already

PRODUCTS USED

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