Carlsberg Group


Despite being one of the leading breweries in the world, the Carlsberg Group had a globally fragmented social media presence. Particularly on their premium brands; Tuborg, Carlsberg, Somersby, Grimbergen and Kronenbourg 1664.

The Key Challenges:

  • Leveraging global assets and securing scale on global content
  • Engaging fans locally
  • Creating a method to track performance across local brand pages
  • Optimizing and assuring quality
  • Making the global and local brand teams and agencies cooperate and communicate together


Together with Carlsberg Group Digital, Mindjumpers solved these challenges by creating a social media hub and global social media strategy that would strengthen brand activation at a global and local level. Since 2011, we have continuously organized, aligned and optimized social media efforts of the group while still allowing for global/local brand activation.

Our tasks are to consistently train all agencies and markets working with the brands’ social media. To optimize the structure and systems that enable knowledge sharing and to secure best practice use on social media.

Our key areas of responsibility:

  • Developing, updating and implementing social media guidelines, processes, tools and templates
  • Building and maintaining a digital knowledge hub with best practice, system information, news and knowledge sharing on social and digital media
  • Onboarding and continuously training all Carlsberg employees and agencies involved with social media initiatives


We have successfully on-boarded more than 250 people from over 50 countries. Every market has been qualified to comply with required guidelines and use approved social media management and measurement tools. All in all, our efforts have leveraged a global social media strategy at scale and secured best practice benchmark learnings and knowledge sharing.


At the Carlsberg Group, we believe that ‘together we are stronger’ and Mindjumpers has been an excellent partner in helping us develop our way of working in social media across the group.
Mindjumpers was appointed global social media management agency of record in the beginning of 2011 and has since engaged with 60+ markets helping us establish a strong platform for us to manage our social media activities, share knowledge and leverage best practice to continuously improve our efforts.

Mindjumpers is a very entrepreneurial and passionate company – always on the forefront in social media and with deep understanding of how to manage social media effectively and efficiently across multiple markets and brands.

Jakob Holm Kalkar, Media & Digital Director

L’Oréal Nordic


L’Oréal Nordic, one of the leading makeup company in Scandinavia, reached out to Mindjumpers with the ambition of leveraging social media on a best practice level for five of their brands; Maybelline New York, La Roche-Posay, Garnier, Vichy and essie.


So, what did we do? We sat down with L’Oréal Nordic and defined a mission for each of the five brands. Based on this mission, we developed clear social media strategies for each brand within each of the Nordic markets.

And we turned that strategy into action! From the very beginning we planned, produced and published content across their key social platforms.

In fact, we produced nearly 300 local pieces of content across the most important platforms a month – yearly that is close to 3.600 local posts.

Each brand was assigned a dedicated team of managers and creators, established to build expertise and familiarity between the specific brand and Mindjumpers.

Each piece of content was created and managed with clear objectives, targets and KPIs. And these were evaluated on a weekly and monthly basis to increase effectiveness.

We know that content does not always perform the same in every country, so we secured relevant Local Social Media Managers in each market who localised the content accurately and, most importantly, made sure that it was adapted to the local and specific context.


Through the content we created, we increased reach and engagement on all five L’Oréal Nordic brands. Our collaboration set-up made it possible to create cross-brand content production synergies and economies of scale.

Our optimization of production, tools and processes across brands has helped L’Oréal Nordic secure best practice social media activation across all brands involved. Oh, and we’ve created some beautiful content for their social channels!


“Being able to gather all social activities with one agency that can offer one point of contact and still secure highly localized social channels have proved both effective and very valuable”

Christine Egholm, Nordic Digital Project Manager for Vichy and La Roche-Posay