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CASE AND PREVIOUS WORK
Overview of previous work completed as a consultant at Pønk Marketing, CMO at Northern Playground, and strategic advisor at Carat/Dentsu.
The Worn Once Dress
Brand: Northern Playground
Role: Chief Marketing Officer, Strategist, Project Manager
Partners: Try Reklamebyrå, Try Råd, St.Sunniva, Chili Media (Vixen Awards)
Description:
The goal was to change attitudes towards clothes as disposable items. Because the most important thing one can do to stop overconsumption is to use what we already have for much longer. To shine light on this, we made a dress sewn together from 20 garments sold by influencers – all worn only once. The dress was worn by influencer and stunt reporter St.Sunniva at the Vixen Awards, where we high-jacket the red carpet and the fashion award and used the opportunity to spread the message – both to the owners, the influencers and the Norwegian people.
The campaign received enormous media attention, both in Norway and abroad. The dress is now being loaned to various events and was at the Tise Awards this spring.
Landing page The Worn Once Dress
Event Marketing Strategy
Brand: Sustainable Gastro
Role: Marketing for hire, strategic advisor
Description:
Development of a marketing strategy for a major event planned for 2026. The work included market and competitor analysis, strategic positioning and prioritization of target groups. We developed target group insights and descriptions, as well as a comprehensive communication strategy with clearly defined USPs for different segments based on steps in the customer journey. The strategy also included guidelines for tone-of-voice, angles and channel selection for targeted and effective communication.
Responsible for briefing and coordinating with students who contributed with practical tasks related to event planning and marketing.
Guest journey analysis
Brand: Destination Dyreparken
Role: Strategic advisor in Carat Norge AS
Description:
A comprehensive customer journey analysis for Destination Dyreparken, with data collection, in-depth interviews and mapping of both existing and ideal guest journeys. Included GAP analysis and action plan for all guest touchpoints.
"The guest journey has been an invaluable tool for optimizing our communications. It has not only contributed to significant improvements and strong results, but has also revealed weaknesses that we have been able to correct. It is a tool that we have benefited greatly from for many years."
- Anniken Bjørnstad Schjøtt - Marketing and Communications Director
3.6 for 1 - Norway's Overshoot Day
Brand: Northern Playground
Role: Chief Marketing Officer
Description:
To mark Norway's Overshoot Day – the day when Norwegians have used up the year's resources – we increased prices by 3.6 times on April 12. 3,6 because that is the number of planets we would need if everyone consumes as Norwegians.
All profits went to the Norwegian Nature Conservation Association and their work to protect local natural resources. We spent a few kroner on advertising with an offer of 3.6 for 1, and set an all-time-high traffic record on the websites.
The campaign, which is repeated every year, highlights that overconsumption is about our own habits. With a twinkle in our eye, we encouraged people to buy less, play more, and help push the date in the right direction.
Campaign page
