The solution was Stefan the Swopper, a 28 year old lifestyle artist from Stockholm who was sick and tired of all of his belongings and therefore decided to swap them. Everything from his apartment to toothbrush had to go within one month. We utilised the different social media channels such as Blogger, Flickr, Twitter, Facebook and YouTube, to deploy and spread Stefan’s message.

The site had more than 4 million visits (population in Sweden is 9 million). The campaign was covered by some of Sweden’s largest daily newspapers, national TV-channels, all of this without spending a penny on media.In total 1750 different possible swaps were uploaded onto www.stefantheswopper.com and the average time on the site was 15 minutes, with a 70% revisit statistic.