THE TRUESTORYTELLERS

Danish company Truestory is the fastest growing experience platform in Scandinavia. Just in time for the Christmas season 2021 it was time to launch in Sweden. As a new player on the Swedish market, the challenge consisted of two parts; create awareness for Truestory over time and position the brand as an experience platform offering a curated, personal and unique selection of experiences. Truestory wants to reach a discerning, urban target group that is hesitant towards buying experiences through an experience platform, as it is considered impersonal and generic. So how do we reach these? How do we get them to see Truestory as an experience platform where one can buy experiences that won’t end up as unused gift cards? That is the assignment that Story was asked to solve.

To position Truestory as a provider of personal, unique and genuine experiences, credibility was key. The target group has for a long time been exposed to experiences that have made them look away, so why would they try Truestory? To get them to listen, become interested and in the long run actually test the service, Story presented the long-term concept TRUESTORYTELLERS – unique experiences developed together with well-known profiles that are sold exclusively through Truestory.

By creating new experiences together with profiles who the target group follow, are inspired by and interact with, we increase awareness, position the brand as a distinctive player in the experience market and, in the long run, drive sales.

To differentiate Truestory from the image of experience platforms as generic and impersonal, it was key that the Truestorytellers experiences were unique and offered the target group the opportunity to experience something that they perceive as exclusive, selected and not available somewhere else. 

Just in time for the Christmas season 2021, the first Truestoryteller experiences were launched in collaboration with popular food writer Jonas Cramby, the rising comedy star Dag Tolstoy and award-winning chef Frida Ronge.

Results

The demand for the first Truestorytellers experiences was great and the limited places sold out in an instant. All tickets for Jonas Cramby's experience were so popular that they were sold out the same day they were released. Truestory's first Christmas season in Sweden, when the Truestorytellers experiences was launched, was four times as strong as the first Christmas season in Denmark and Norway, respectively.

Thanks to the results in Sweden, as well as the concept's long-term perspective and scalability, Truestory has chosen to launch the Truestorytellers concept in all Nordic markets in 2022.

This is what Truestory has to say about our collaboration:

"Story is a very committed partner, that perfectly balances creative ideas with structured and on-time execution. It was clear to me that the Story understood from the very beginning what we want to create with Truestory, which made it an easy decision to work with Story on this project. From crafting the idea to Truestorytellers all the way to the event launch, we enjoyed the cooperation and were really happy and satisfied with the result. Highly recommended!"

– Lasse Kjær, CEO, Truestory