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-> The campaign took off instantly on social media, generating thousands of comments and more than 300,000 engagements. Very quickly, it became a national talking point, picked up both by major news outlets and some of Sweden’s biggest podcasts. At Expressen, one of the country’s largest newsrooms, it even became the third most-read story of the entire year.
The cultural ripple effects were immediate. Tattoo studios in Stockholm launched their own Carpe Diem offers, Trädgården, Sweden’s largest nightclub, hosted a full Carpe Diem night with free tattoos, and in total more than 100 new Carpe Diem tattoos were inked across the city.
The impact was felt at the park too. A total of 1,622 people arrived with Carpe Diem tattoos, contributing to a 19 percent increase in visit intention among the target group and generating over 17.5 million SEK in earned PR value.
