Case: Launching Fazer Domino in Sweden with TikTok and Instagram Creators

When Fazer launched Domino cookies on the Swedish market, Collabri was responsible for the influencer marketing and the paid strategy. The goal was to make a new product feel familiar – and to connect it to something Swedes already love: fika.

The approach

Instead of relying on a single big name, the campaign used a carefully selected mix of creators on TikTok and Instagram. Each creator made content in their own style, showing Domino as part of real fika moments – from simple coffee breaks to homemade desserts.

Organic and paid together

Collabri was responsible for both the influencer marketing and the paid strategy. Planning organic creator content and paid distribution together is what lets a launch reach far beyond the creators’ own followers.

The result

The launch resulted in over 3.5 million views and 14,000 interactions.

Key takeaways for product launches

• Tie the product to a habit the audience already has.

• Use several creators to reach different communities at once.

• Plan for paid media from the start, so strong content can be scaled.