Goals and objectives
Schibsted Partnerstudio had a clear mission: win back Circle K Norway. Once a loyal client, Circle K had moved on, citing a lack of innovation and a desire to reach younger audiences. To reignite the partnership, Schibsted needed more than just a campaign—they needed a comeback story.
The pitch? Launch an entirely new video format on VGTV. Something bold. Something different. Something that would turn heads inside Circle K and among Norwegian viewers.
The strategy was fourfold:
- Bring Circle K back into the Schibsted fold.
- Launch a brand-new video product on VGTV.
- Connect with a younger, hard-to-reach audience.
- Drive brand awareness through extended video engagement.
The stakes were high, but so was the ambition. And a single TikTok post from one of the contestants would end up being the unexpected rocket fuel.
Surprising Insights
A single TikTok post can change the game. Tim Kristian’s behind-the-scenes video—raw, off-format, and personal—crushed all benchmarks.
140K+ views. 17K+ likes. 219 comments.
And the kicker? 87% of viewers were in the 18–34 bracket. A notoriously hard group to reach—and they didn’t just see the content, they engaged with it.
Another surprise? Long-form video still has power. In a world obsessed with 15-second clips, this series averaged 7.5 minutes per episode. Yet viewers stuck around—2 minutes and 5 seconds on average. That’s stronger than some of VG’s editorial shows.
Effect test results sealed the deal:
- Ad Awareness: 62% (industry benchmark: 55%)
- Advertiser ID: 96% (benchmark: 77%)
- Preference: 48%—a 13% lift from 2022.
Turns out, when you take risks, audiences—and clients—respond.