Looking at popular mass-market brands in Northern Europe, we’ve compiled a list of some of the top Nordic influencers and content they’ve shared in collaboration with these brands. In this article, we explore Gina Tricot, Zara, Nelly.com, and Asos. An increasing trend in Scandinavia when it comes to influencer marketing is the decrease of traditional celebrities in campaigns and instead greater use of social media influencers. Previously many brands have used influencers for singular campaigns, but now mass-market brands are seeking long-term relationships in their collaborations. This is something that appears with many of the influencers on our list.
Additionally, consumers are seeking more transparency and authenticity from brands, which is why we've seen an upward trend in the utilization of micro-influencers as well. As for the brands and influencers who we've listed in this article, these collaborations have likely been implemented as they are some of the most well-established ones in the Swedish market. A reason for their success is their presence on a wide variety of different social media platforms like online blogs, Instagram, YouTube, and so on. They have therefore built a very strong following who trust in their input, and this relationship is something that the brands can greatly benefit from.
Top 5 Swedish Influencers
Some of Sweden’s most popular influencers with a great following include Kenza Zouiten Subosic (Kenzas), Matilda Djerf, Bianca Ingrosso, Therése Lindgren, and Angelica Blick - all successful female nordic influencers who have shared content on their channels with products from some of these brands.
Although Zara is a Spanish brand, they’ve established a strong presence within Northern countries. Especially in Sweden, where in January they generated an overall Media Impact ValueTM (MIVⓇ) of $423K. Although the largest Voice was Media, the second most impactful Voice was through the medium of Influencers. And, many of their products can be seen worn by Swedish influencers.
Gina Tricot is a Swedish fashion chain with stores across Scandinavia, and online retailing in the rest of Europe. A highly popular and affordable brand with a solid customer base of young women. Nelly.com as an online retailer focuses on always providing the latest trends in fashion and beauty. Like Gina Tricot and many other mass-market fashion brands, Nelly.com has implemented the strategy of collaborating with influencers as one of the most effective ways of engaging with customers.
The British fashion retailer Asos has also gained significant popularity in the Northern European market. A great way in which the brand has seen an expansion in its interest from the customer base in the region is through content posts featuring their products by many Scandinavian influencers.
Kenzas
As a Scandinavian fashion blogger & influencer with a 1.8M following on Instagram, Kenzas shares content on fashion, beauty, and lifestyle. With daily outfits and beauty as posts and stories, her followers are always looking to find out where the fashion pieces come from. As she often shares her outfits, which include mass-market brands, we can see why she’s so popular amongst fashion-interested followers, as they can find inspiration from affordable brands on the market. She frequently works with the likess of Zara, Gina Tricot, Asos, and Nelly.com.
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Kenzas is one of many Nordic influencers who’s partnered with Swedish fashion chain Gina Tricot. In February last year, she did a collaboration promoting their 100% organic cotton denim where she shared several posts since then featuring their products.
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Matilda Djerf
Matilda Djerf, is a fashion & lifestyle influencer who promotes mental health and body positivity in her content. She shares a lot of her own brand Djerfavenue yet nonetheless has some noteworthy collaborations with brands that she’s shared with her 1.4M Instagram followers.
Last summer, this included the #Ginamyway summer campaign with Gina Tricot. The influencer has also created a design collaboration with the brand (Matilda <3 Gina Tricot) which is featured on their website. As is the ‘Favourites by Matilda Djerf’.
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Matilda was also part of the Nelly.com podcast in 2019, ‘NellyTalk’, where she hosted a series for the brand together with stylist Michelle Lundin, after having previously partnered with the brand.
Bianca Ingrosso
Blogger, vlogger, entrepreneur, tv-personality, and social media influencer. Bianca Ingrosso has created her own brand Caia cosmetics which has seen impressive growth since its founding. As a prominent Nordic influencer, Bianca has worked with different brands to promote them to her followers. One such collaboration has been with Nelly.com where she’s worked as a creative advisor as well as modeled for the brand. It is with them that she has created the collection 'Bianca x Nelly.com' that launched in September 2020. As with Matilda Djerf and Gina Tricot, Ingrosso has a section on the Nelly.com website with her listed favorites of the brand.
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In January there was also an announcement for a continued collaboration between the brand and influencer in 2021.
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The Nelly.com collection was not the influencer's first venture into collaborating on collections, she was also part of Gina Tricot’s Dramatic Dresses with Bianca Ingrosso in 2019.
Therése Lindgren
Lindgren is 0ne of the Nordic influencers who shares her content predominantly on both her YouTube channel and her Instagram account. Her posts are often focused on lifestyle and the beauty brand she’s created- Indy Beauty. On her YouTube channel, she often shares entertaining videos and lifestyle content, whilst her Instagram focuses more on fashion and beauty posts.
In Therése’s posts, she’s shared outfits in her Nordic fashion style wearing items from brands like Gina Tricot and Zara.
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Angelica Blick
One of Sweden’s most popular Scandinavian fashion bloggers as well as a YouTuber and Instagram influencer, Angelica Blick has attracted her large following by creating content related to Scandinavian street style fashion and beauty, but also fitness and lifestyle.
With that focus on fashion, her followers expect to see what brands she styles her outfits with and look to her for inspiration for all things fashion and beauty related. Gina Tricot, Asos, Nelly.com, and Zara are all brands that have featured in her shared content.
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Angelica Blick was also one of the influencers who collaborated with Gina Tricot in the #Ginamyway in 2020. And this year she's featuring in their latest denim campaign which launches in February.
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In her blog, she has also shared features of several of her outfits with pieces from Nelly.com and Zara.
This concludes our list of some of the top nordic influencers. Producing daily content of fashion and beauty, their combined followers can find inspiration directly accessible from some of the most popular mass-market fashion brands in the region!
Know of any other successful Nordic influencer & brand collaborations? Let us know!
By Gina GulbertiVICE PRESIDENT OF MARKETING
Gina is passionate about storytelling, creativity, and digital strategies. As Vice President of Marketing, she leads a rockstars team from the sunny city of Madrid! Being a crazy savvy marketer, in 2020 Gina co-founded the global community of b2bmarketers.com and currently combines all this activity, teaching Inbound Marketing in different business schools.
