PostNord's cat campaign – with AI, the jury's work became easy!

PostNord is one of Sweden's best-known brands, and what they do has to be good. It has to be well thought out and it has to be easy to use.

PostNord wanted help in developing a user-friendly form and a tool to manage all the thousands of entries submitted in the new My Cat stamp campaign. With Optimizely as a platform, an AI robot for image recognition and SharePoint, Epinova and our sister company PointTaken have helped PostNord to develop a successful digital campaign with a major impact throughout Sweden in record time and with a focus on the user experience. We have asked a few questions to a very satisfied customer and client, PostNord's Go To Market Owner, Thomas Klamell.

Tell us a little about the background to the My Cat campaign

Every year, PostNord issues stamps with motifs that capture the public's interest, and that engage and people like. A few years ago, we did a stamp contest where you could compete with your dog and send in entries with pictures and motivation. The campaign received a very good response and there were nice stamps. We wanted to do the competition again but this time with cats.

How important is this campaign for PostNord?

This is a very important profile campaign for PostNord. At a time when the world is a little unsettled, the economy is a bit shaky and after the long pandemic, yes heavy questions, there will be a competition where you get the chance to have your cat on a stamp. It becomes something positive, something different and it creates engagement. We hope that will be appreciated, so it's an important campaign for us.

PostNord is one of Sweden's best-known brands, and what we do has to be good. It has to be well thought out and it has to work, but it also has to be easy to use for our visitors.

We also needed a tool that would make it easier for us to manage all the entries and select the winners. It is important that we can easily look at the contributions and put them in relation to each other. We wanted to create a good form for the cat owners and a good tool for us to handle the incoming contributions.

Now that you've seen the results, has it helped you and how?

We did well. Of course there will be questions, but we have managed to produce a form that is simple and understandable. From what we've seen so far, the tool really works the way we wanted and wanted. With sortings, and groupings and rankings of the entries, and no unnecessary pictures or contributions that don't depict cats. The fact that we have succeeded well is beneficial both for us internally, but also for those who are competing that we can handle the enormous amount of contributions involved. We are talking about several thousand contributions.

When we have wanted to fine-tune something after the launch, we have received an immediate response and you have solved it quickly and smoothly, yes there has been a lot of attention from you!

How do you think the collaboration with Epinova has worked?

It has worked great! You have done some grips that I think are really good. For example, we have been involved in your check-ins in the team and we have been able to give feedback on the prototype at an early stage. I also like that you have sat down on our chair - we who will be using the tool. For example, you produced a much more comprehensive guide than I had anticipated, so anyone understands how to do it. That alone saves so much time for me as a customer. When I ran the introduction for my colleagues, there were no questions. And it saved me time that there was a good tutorial for the users.

Thomas Klamell, Go To Market Owner, PostNord

"You have been responsive and thoughtful, and you have also come up with your own ideas that we might not have thought of ourselves. And when things have happened, because they do, you get an immediate response in the chat and it's been very fast-paced.

Is there anything we could have done differently?

No, not that I can think of. Of course, we could have thought of some detail from the beginning, but I would say that it has been a very rewarding and fun project and a good collaboration. It has really felt like this is PostNord's brave team at Epinova who want this to be really good and for us as a customer to succeed.