Pelle P – True Stories

The clothing company Pelle P is based on the Swedish legend Pelle Petterson’s lifestyle and his accomplishments as a top-level sportsman. Starting with an internship at Volvo, Pelle became a design icon for both the automobile and boat industries. His passion for the sea was awakened in Kullavik, Sweden, which was to propel him into a marine career. His daughter, Cecilia Petterson, grew up around sailboat racing and on the ski slopes with her dad. The inspiration and professional skills come from what the brand calls “True Experience”; to make the most of your experience, that’s what Pelle P is all about. The collections consist of skiwear, sailing gear, golf wear, and sport fashion.

During the fall, winter, and spring of 2023/2024, I helped Pelle P with crafting, enriching, and nurturing “true stories” to further strengthen the brand’s core.

I kicked off by delivering a brand strategy and platform together with an omni-channel communication and marketing plan, as well as four seasonal creative overarching concepts. The main aims were to:

– Bring authenticity
– Bring transparency
– Build a community around the brand
– Set a foundation to take off and maximize profit during the following year

According to the set plan and the creative concepts, I then continuously delivered editorials, articles, social media content, newsletter content, PR, and UGC during the following 4 months. I crafted, enriched, and nurtured true stories from all brand ambassadors, partners, as well as from my own ski- and sail-related adventures.

The results of the consultancy were as follows:
– Increased the reach by 41% and the number of followers on @pellepofficial Instagram from 9k to 10.1k over 4 months (2023-2024).
– Increased all parameters on Facebook, where the organic traffic went up by 39% over 4 months (Jan – April 2024).
– Increased all parameters within user-generated content on pellep.com, where gallery views went up by 474%, post interactions by 385%, product interactions by 316%, and new posts by 192%.