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Stena Line aims to win over young customers via TikTok

The shipping company, like many other businesses, is working hard to engage young users.

Stena Line has joined TikTok to reach young customers from the so-called Generation Z in both Sweden and Denmark.

Like many other businesses, Stena Line faces the challenge of engaging the younger demographic.

The shipping company, which operates ferries between Gothenburg and Frederikshavn, has a large and loyal customer base among travelers aged 40-57 and has reported increasing booking numbers for both the Swedish and Danish sides of the Kattegat in recent years.

However, the figures look quite different when examining travelers in the younger age group, something Stena Line is now actively trying to address for the first time.

Across the strait

With the campaign on TikTok, Stena Line aims to raise awareness about Denmark and Sweden as travel destinations and to foster cohesion and a sense of community across the strait for the 18+ age group, a demographic that has been using TikTok much more extensively than other social media since 2020.

Today, TikTok is used by 24% of Danes aged 15-29 and a full 50% of the Swedish population aged 16-25. Moreover, Generation Z spends an average of 57 minutes per day scrolling through videos on the global platform.

- TikTok provides us with a unique opportunity to communicate directly with Generation Z in a way that is both authentic and engaging. We want to show them that Sweden and Denmark offer countless experiences, and by highlighting both the cultural differences and similarities between our two countries, we hope to create a sense of belonging that inspires young people to experience and explore the neighboring country, says Ulf Staff, Travel Commercial Manager at Stena Line.

A Swede and a Dane boarded a ferry

Stena Line has long engaged in extensive collaborations with influencers, making the campaign on the new media platform, TikTok, a natural next step in the company's marketing efforts aimed at tomorrow's travelers.

To capture the interest of young adults, Stena Line has partnered with two well-known influencers, the Swede Anton Lindström and the Dane Silas Thorup.

This spring, the two influencers visited each other’s home countries and cities in turns to explore favorite restaurants, hidden gems, and preferred spots, all while documenting their encounter with the other culture. Their journey serves as inspiration for other young adults seeking a new destination to explore within their close vicinity.

- The challenge of reaching this demographic is something many businesses face, and we look forward to monitoring the results of the campaign. We hope success will allow us to continue the campaign into the autumn and further strengthen the cohesion between Sweden and Denmark. By showcasing the cultural differences and similarities, we aim to inspire young adults to explore and experience our neighboring countries in a new and exciting way, says Ulf Staff.

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