In spring 2021, Naturvetarna and N365 began a collaboration with the aim of attracting new members to the union for Swedish professional scientists.
“Our campaign together crushed our target for recruiting new members,” says Johanna Rösth, project manager at Naturvetarna.
Naturvetarna is a union for Swedish professional scientists with 33,500 members. They offer services and tools for development and security to members throughout their working life and career.
Naturvetarna usually recruits members through offline events, with a physical presence at fairs and schools. Due to the pandemic they had to find new ways of attracting attention from potential members. Naturvetarna had a good feeling about N365 and reached out for help creating a conversion focused digital strategy – which they themselves had little inhouse experience of.
“We worked out a strategy together, with a focus on creative editorial content in social channels, combined with continuous optimization and analysis with one clear goal: converting new members,” says Jennifer Hellström, editor at N365.
“This native advertising strategy is our core product. We’ve really found a combination of important aspects that are crucial to make people take action digitally, whether it is buying a product or become a member in an organization. We have kept this unique mindset year after year,” says Jennifer Hellström.
The strategy turned out to work very well for Naturvetarna.
“The campaign crushed the target for recruiting new members. N365 has helped us scaling up digitally and we have learned a lot about analyzing and A/B-testing content,” says Johanna Rösth.
Naturvetarna has chosen to extend the collaboration with N365 with an additional native campaign in social channels starting in the fall 2021, targeting both students and professional scientists.
“It has been easy and smooth to work with N365. They understand our challenges digitally and come up with good ideas and new perspectives on how to reach our marketing goals,” says Johanna Rösth.
If you wish to know more about how N365 work with performance driven content marketing for your market, send us a message via our contact page. We would love to meet and talk about how we can help you grow your business!
