Spring 2027 Campaign Planning: How Brands Plan Influencer and Social Media Campaigns From Easter to Midsummer

Written by Jacob Boe with the help of AI

Spring 2027 starts early for anyone planning influencer and social media campaigns: Easter Sunday falls on 28 March, so Easter content needs to be ready in early March. After that, Valborg on Friday 30 April, Mother’s Day on Sunday 30 May, studenten in early June and Midsummer Eve on Friday 25 June follow in quick succession. Brands that book talent and plan production and paid media around the turn of the year give themselves the widest choice of creators and enough time to make content that works.

Which dates matter for campaigns in spring 2027?

Easter: Good Friday 26 March, Easter Eve 27 March, Easter Sunday 28 March and Easter Monday 29 March.
Valborg (Walpurgis Night): Friday 30 April.
Ascension Day: Thursday 6 May.
Whitsun: Sunday 16 May.
Mother’s Day in Sweden: Sunday 30 May.
Sweden’s National Day: Sunday 6 June.
Studenten: early June, with dates that vary between schools. In Gothenburg’s municipal upper secondary schools, for example, the spring term ends on 8 June.
Midsummer: Midsummer Eve on Friday 25 June and Midsummer Day on Saturday 26 June.

Why does an early Easter change the plan?

With Easter Sunday on 28 March, Easter lands at the end of the first quarter instead of in April. Content has to be produced in February and early March, which means that the brief, the talent booking and the contract need to be in place in January at the latest. For many brands that means planning Easter in the same round as Valborg, rather than as a separate spring project.

An early Easter also leaves a longer stretch between Easter and Valborg. That is room for a second wave of content – for example reusing the best-performing Easter content in paid media, or testing new creators before the bigger moments in May and June.

When should you book talent for spring campaigns?

As early as possible. Well-known names and popular creators work with several brands, and exclusivity, rights and whitelisting take time to agree. A practical rule of thumb is to have the talent you want confirmed before the turn of the year for Easter and Valborg, and during February for Mother’s Day, studenten and midsummer. The earlier you ask, the more names you can choose between – and the more time there is to build a concept together with the talent instead of simply handing over a script.

If several spring moments are relevant for your brand, consider booking the same talent for the whole season. One agreement and one or two shoot days can cover Easter, Mother’s Day and midsummer, which makes the content more consistent and the production more efficient.

What does a content production timeline look like?

Work backwards from the publishing date. A plan for each spring moment could look like this:

Easter (28 March): strategy and booking in December–January, production in February, publishing and paid media from mid-March.
Valborg (30 April): booking by February, production in March, publishing in the week before.
Mother’s Day (30 May): booking in February, production in April, publishing in the two weeks before.
Studenten (early June): booking in February–March, production in April, publishing from late May.
Midsummer (25 June): booking in March, production in May, publishing in the weeks before Midsummer Eve.

Build in time for approvals, legal review and edits. And produce more than one version from each shoot – different openings, lengths and formats for Instagram, TikTok, YouTube Shorts and Snapchat – so there is material to test once the paid media is running.

How should you plan paid media for spring?

Organic and paid do different jobs. With big names, an organic post on Instagram or TikTok can reach far on its own and create conversation around a holiday. But organic reach is unpredictable, and around big holidays many brands compete for the same feeds. Paid media is what takes the best content further and deeper into the target group – the right age, region and interests, several times, all the way to the purchase.

Plan it from the start:

Rights and permissions in the contract: on Meta, branded content is an organic post with a paid partnership label, while partnership ads are when the brand puts ad spend behind that content to reach people beyond the creator’s followers – which requires the right ad permissions. On TikTok, the duration of the Spark Ads authorisation code can be customised, so match it to the campaign period.
Audiences per moment: for studenten, go where young people are. According to Internetstiftelsen, 62 percent of Swedes born in the 2000s use Snapchat daily, 49 percent YouTube, 44 percent Instagram and 42 percent TikTok. For Mother’s Day, adults are the buyers, and among all Swedes 49 percent use Facebook and 47 percent Instagram daily.
Budget per wave: set a media budget for each moment instead of one sum for the whole spring, and keep part of it to put behind the content that performs best.
Start before the peak: let the paid media start in time for the audience to see the message several times before the holiday.

Which rules are worth extra attention in spring?

All commercial content must be clearly labelled. Konsumentverket says the recipient must understand that a post is paid at a fleeting glance, and that the company that hired the influencer has the main responsibility for the marketing. That applies to boosted posts and partnership ads too.

Valborg and midsummer are also popular moments for drinks brands, and alcohol has its own rules in Sweden. According to Konsumentverket, the basic rule is that special moderation must be observed when marketing alcohol, and the picture rule means that images may only show the product or its ingredients, individual packages and the brand. Konsumentverket has, for example, ordered a brewery to stop showing its beer next to food and in other settings on social media. Check these rules before you brief creators on alcohol content.

Studenten campaigns often reach young people, and consent is always required before a person’s name or image is used in advertising – so get the agreements in place before content featuring graduates or their friends is used in ads.

How does Collabri plan seasonal campaigns?

Collabri handles the whole chain: strategy, talent, contracts and rights, production, whitelisting and paid media, and reporting. For Coca-Cola Loves Tacos we built a 360° activation with three celebrity duos – Pernilla Wahlgren and Sofia Wistam, Carolina Gynning and Carina Berg, and Mia Skäringer and Sanna Persson – which reached more than 4.5 million views and 6,300 interactions. In the Swedish launch of Fazer Domino, creators on TikTok and Instagram were combined with a paid strategy from the start, reaching more than 3.5 million views and 14,000 interactions. For spring 2027, we plan talent, production and media for the whole season at once.

Key takeaways

Easter Sunday is on 28 March, so Easter content must be ready in early March.
Valborg 30 April, Mother’s Day 30 May, studenten in early June and Midsummer Eve 25 June follow quickly.
Book talent around the turn of the year for Easter and Valborg, and in February for the later moments.
Organic content with big names can travel far; paid media takes it deeper into the target group.
Put rights, whitelisting periods and labelling in the contract, and check the alcohol rules for Valborg and midsummer.

Frequently asked questions

When should we start planning Easter campaigns for 2027?

Now. With Easter Sunday on 28 March, booking should be done in December or January and production in February.

Is it too late to book talent for midsummer in March?

Not necessarily, but the choice of names shrinks the later you ask, and there is less time for concept and production. February gives more room.

Can one production cover several spring moments?

Yes. With the same talent and a well-planned shoot, you can produce content for Easter, Mother’s Day and midsummer at once – as long as the agreement covers each use.

How much of the budget should go to paid media?

It depends on the goal and the reach of the talent, but plan a media budget for every wave from the start, so the best content can be spread further.

Want help planning your spring 2027 campaigns with the right talent and paid media? Contact Collabri at info@collabri.se. You can also browse our talents and client projects.

Sources

Kalender.se – Röda dagar 2027 – svenska helgdagar: https://www.kalender.se/helgdagar/2027
Kalender.se – Helgdagsaftnar 2027: https://www.kalender.se/aftnar/2027
Calendar Center – Mors dag 2027: https://calendar.center/se/19/mors-dag/
Göteborgs Stad – Läsårstider för gymnasieskolan och anpassade gymnasieskolan 2026/2027: https://www4.goteborg.se/prod/ubf/Verksamhetshandbok/Verksamh.nsf/8831d344796a5abdc1256bce0042d1a4/060af073b432bdb8c1258735002d54a0/$FILE/L%C3%A4s%C3%A5rstider%20f%C3%B6r%20gymnasieskolan%20och%20anpassade%20gymnasieskolan%20samt%20arbets%C3%A5r%20f%C3%B6r%20l%C3%A4rare%20med%20ferietj%C3%A4nst%202026_2027.pdf
Internetstiftelsen – Svenskarna och internet 2025: Sociala medier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/sociala-medier/
Meta – Earn money from brands (Facebook for Creators): https://creators.facebook.com/earn-money/earn-from-brands
TikTok for Business – Spark Ads (Help Center): https://ads.tiktok.com/help/article/spark-ads
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/
Konsumentverket – Föreläggande mot Poppels Bryggeri AB (2023): https://www.konsumentverket.se/forelaggande/forelaggande-mot-poppels-bryggeri-ab/
Sveriges riksdag – Lag (1978:800) om namn och bild i reklam (1978): https://www.riksdagen.se/sv/dokument-och-lagar/dokument/svensk-forfattningssamling/lag-1978800-om-namn-och-bild-i-reklam_sfs-1978-800/

This article was written with the help of AI and reviewed by Collabri.