From Coffee Breaks to Communication Breakthroughs : A Quantitative Study of a Fika Campaign: Shaping Strategic Communication in the Digital Age

Abstract: This research paper investigates the effectiveness of a campaign conducted by me and SJ to recruit new members on board trains, focusing on the interplay between strategic communication, demographic factors and technology use. With the increasing majority of online platforms and the pervasiveness of smartphones, the study recognizes the significance of mobile media and technologies like QR codes in shaping everyday experiences. By examining the campaign's outcomes and reach, this study evaluates the effectiveness of the campaign in attracting new members. Additionally, the study investigates the influence of background factors such as gender, and geographic affiliation on recruitment outcomes and target audience responses. Moreover, it analyses how technology usage impacts users' navigation through the campaign, the recruitment process onboard trains, and their responses to SJ´S email communication. A reference group of self-initiated members within SJ´s loyalty program is incorporated to compare the behaviour and engagement of campaign members and self-initiated members. Through this analysis, the paper sheds light on the dynamics of strategic communication in the digital age and provides insights into the role of technology and demographic factors in shaping campaign effectiveness and user engagement. The result of the structured observation study showed that the campaign has effectively recruited new members, with technology usage patterns influenced by age, gender, and geographic factors to some extent. Women demonstrate a higher level of receptiveness to email communication from SJ, as indicated by their greater tendency to interact with emails. In contrast, men display a lower probability of opening emails. Moreover, older age groups exhibit higher levels of campaign participation and demonstrate better navigation skills.