Industry
Directory platform
Client
Eniro
New vision for Scandinavian Yellow Pages
As Head of Marketing & Brand, I led the repositioning of Eniro from a legacy search directory to a modern discovery platform—reviving one of the Nordics' most iconic brands.
Once a household name, Eniro had lost relevance—distrusted by shareholders, forgotten by users, and overlooked by talent. I played a central role in leading the brand’s transformation into a fresh, useful, and emotionally resonant platform. Eniro 3.0 became a playful, personal app for discovering your local surroundings—think less Yellow Pages, more Foursquare.
Problem
Eniro had massive awareness—but no longer any cultural or commercial relevance.
Despite being one of the most recognized names in the Nordics, Eniro had become synonymous with a bygone era. Users had moved on, the brand had stagnated, and no amount of incremental updates could shift perception. The challenge wasn’t just to modernize—it was to reimagine Eniro completely. That meant redefining the product, the brand, and the internal culture to position Eniro as a tool for exploration, community, and everyday utility.
Solution
By repositioning Eniro as a tool for real-life exploration and connection, and backing it with bold branding, engaging content, and a fresh marketing strategy, we sparked a cultural and commercial shift - both inside the company and out.
We repositioned Eniro from a passive search tool into an active, daily discovery app for the local communities, underpinned by a new brand architecture with clear vision, values, and tone of voice. I aligned all departments around a unified, emotionally compelling brand story, then rebuilt the platform with a user-centric, analytics-driven approach to UX and interface. The refreshed UI was designed to feel modern, vibrant, and approachable, while business listings were transformed into rich, engaging microsites that boosted both SEO performance and local business engagement. To drive cultural relevance, we launched a content strategy rooted in local storytelling - user-generated content, quirky facts about Scandinavian towns and names, and street interviews - while elevating the CEO as a relatable public figure whose own underdog story symbolized Eniro’s rebirth.
Results
The transformation sparked cultural renewal and commercial momentum—inside the company and out.
Monthly user contributions (e.g. adding business info) increased by 50%
Eniro delivered its best quarterly results in 6 and 11 years (Q3 and Q4, 2024)
Internal eNPS scores improved significantly, reflecting stronger engagement and alignment
Media perception shifted positively, with increased earned coverage and podcast appearances