Lina Kjällström, Consumer and Channel Marketing Manager Nordics of Fitbit shared insights on influencer marketing at PING Festival 2018 in Helsinki on May 8. She stressed the value of authenticity, ethics and long-term relationships with influencers. However, media articles live longer than blogs and social updates. A balanced mix of both audiences works best, Lina says.

1. Take care
& share!
@fitbit @MeditaPRComm
#FitbitForAll
#pingfestival18

2. TO MAKE EVERYONE IN
THE WORLD HEALTHIER
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

3. active users*
25.4M
positive affirmations
through feed posts
71%
feed users
20M
times users joined groups
4.7M
*As of December 31, 2017
Largest Global Social
Fitness Network
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

4. Key principles
of cooperation
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

5. Authenticity
Ethics
Long-term relationships
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

6. Partnership in Sweden
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

7. MARKIZ TAINTON
mama.nu
In Markiz’s blog, you will follow Markiz and her husband Kevin’s
journey to parenthood through IVF treatment. Markiz loves life
and you will read about her daily routines, which feature lots of
love, laughter, interior decor, fashion, exercise, and above all,
food.
Born: 1986
Lives: Stockholm
CHILDREN • PARENTHOOD • FOOD • WOMAN 18 - 45
ca 4 600 U/W
ca 17 800 followers (Feb 2018)
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

8. MARKIZ TAINTON
Instagram
TOPPHÄLSA • FITBIT @fitbit @MeditaPRComm #FitbitForAll #pingfestival18

9. JULIA KHOURI
Juliak.nu
Juliak.nu is run by Julia, she lives on a turn of the century farm
with her husband and their four children. In the blog we can read
about interior design and her daily routines, she loves to inspire.
Born: 1981
Lives: Ösmo
LIFESTYLE • INTERIOR • WOMAN 18 - 45
ca 7 500 U/W
ca 22 500 followers (Feb 2018)
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

10. TOPPHÄLSA • FITBIT
JULIA KHOURI
Instagram
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

11. ANNIKA LEONE
mama.nu
She works as a journalist/editor with a focus on parenting and
culture. She is a member of the TV4 weekend panel on
Nyhetsmorgon and appears regularly in other media settings.
Annika Leone is a single mother of daughter Lilo, and we get to
follow her “every other week life”. This raw and honest blog
shows life’s ups and downs, especially with its focus on being
single in a world where everyone expects you to belong to a
couple. Annika touches upon many of the reactions she gets
regarding her life choices.
Born: 1974
Lives: Stockholm
RELATIONSHIPS • PARENTHOOD • WOMAN 18 - 45
ca 12 500 U/W -
ca 10 400 followers (Feb 2018)
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

12. TOPPHÄLSA • FITBIT
ANNIKA LEONE
Instagram
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

13. Tips to influencers
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

14. Take care
of your own brand.
Be true!
Source: www.instagram.com/oimutsimutsi/
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

15. Let Fitbit be a part of your life
Source: www.instagram.com/lilouscrush/
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

16. Just wear it…
...and share!
Source: hhttp://www.arcticsportaddicts.fi/blogit/and-i-will-be-an-ironwoman/varusteet/testissa-fitbit-ionic/

17. Tips to marketers
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

18. It’s about quality, not just quantity
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

19. Influencers online impact
is continuous and fast
@iinnuuu

20. @fitbit @MeditaPRComm #FitbitForAll #pingfestival18

21. A balanced mix of
both audiences works best
@fitbit @MeditaPRComm #FitbitForAll #pingfestival18

22. Thank you!
Thank you!
Lina Kjällström
lkjallstrom@fitbit.com
+46 708 128 180
#FitbitForAll #pingfestival18

23. Thank you!
Fitbit’s PR, Media and Social in Finland
Medita Communication
medita@medita.fi
www.medita.fi
#FitbitForAll #pingfestival18