How do you best reach out to young people – all over the world?

That’s what we asked ourselves at Sandberg Trygg when we were commissioned to spread knowledge about SKF and its operations in connection with Gothia Cup and the Meet the World football tournament.

We really enjoyed working together with Sandberg Trygg. There was a strong will to succeed and we all had fun along the way.

– Julia Persdotter, Team Manager Communication Studio, SKF

The work at Sandberg Trygg started with an analysis of youth behaviour on a global scale, focusing on which communication channels they use and what sort of material interests them most.

The research resulted in a social media campaign called “Celebrate the World” where we asked participants all over the world to film, upload and share their best goal celebrations in a competition.

A campaign site was created as a meeting place with Instagram as one of the main channels driving communication.

JDFS ALBERTS “Very spontaneous and creative. And it made us laugh a lot too!”

Ett filmklipp publicerat av Celebrate the world (@skfcelebrate)

The campaign site was filled with content divided into three themes: Inspiration, Teamwork and Fun. This was used to explain SKF’s operations in three inspiring interviews and a film about the company itself. Above all, teams continuously uploaded goal celebration films, which were then widely spread – as all contestants invited as many as possible to vote for them.

So how did it go?

The winning teams come from Chile, Latvia and Sweden. You can watch their fun contributions on As the campaign site was so successful, it will stay open for future tournaments.

SKF. Gothia Cup Meet the world

More about Gothia Cup and SKF

Gothia Cup – the world’s largest youth football tournament – takes place in Gothenburg, Sweden, each summer. Since it started in 1975, the cup has had close to a million participants from 127 different countries.

SKF became a main partner of the event in 2007, and is since responsible for the Meet the World tournament to support local communities where the company operates – this year in 24 countries. The aim is to give future generations a positive image of SKF, by creating a meeting place for young people regardless of gender, social background, culture, skin colour or religion.


Louise Danckwardt

Louise Danckwardt
CEO & Managing Partner
+46 735 58 15 17

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