THE OVERVIEW
Cure Media and Akademi
bokhandeln
CLIENT
Cure Media and Akademibokhandeln
Cure Media and Akademibokhandeln
Industry
Retail and social media marketing
Retail and social media marketing
SOLUTIONS
Creator & influencer campaign evaluation
Creator & influencer campaign evaluation
THE CHALLENGE
From engagement to business effect
Creator marketing, also known as influencer marketing, has evolved. As expectations grow, so does the need for clarity. Metrics like reach and likes only tell part of the story – brands now want to understand what actually changes when someone sees creator content.
In this case, Akademibokhandeln wanted to show that the brand offers more than books and to inspire creativity and curiosity, while also proving that creator collaborations can shift both perception and behaviour. Together with Nepa, Cure Media expanded their long-standing focus on moving beyond platform metrics, uncovering what truly resonates and drives action.
The solution
A framework for learning and improvement
Together, Nepa and Cure Media developed a measurement framework that is helping set a new standard for how creator marketing impact is evaluated, comparing followers with non-followers to isolate the effect of creator exposure. This made it possible to see not only if a campaign worked but how and why, bridging the gap between creativity and commercial effect.
Two campaigns were evaluated, one in autumn 2024 and one in spring 2025, both run on Instagram and TikTok. The results covered awareness, message clarity, liking, brand fit and purchase intent.
The autumn campaign delivered strong brand alignment, showing that visual cues like logo and packaging made the sender clear. In the spring, creators used more personal settings, boosting authenticity but slightly lowering brand recognition.
The insight was clear: authentic content drives inspiration, but clear branding is needed to build recognition. The strongest impact comes when inspiration and brand presence work together.
The findings helped refine Cure Media’s existing approach to creator selection, content design and briefing, adding further clarity to areas already central to their strategic work.
For Akademibokhandeln, the learnings became part of a long-term strategy to connect emotional storytelling with consistent brand signals.
THE RESULT
Insights that guide action
The evaluation confirmed that creator marketing can deliver both emotional and commercial impact when measured correctly, proving what Cure Media has long advocated: that creator marketing drives real business results when measured beyond traditional platform metrics.
- 63% of followers saw at least one campaign post
- 79% of followers liked the content
- 27% said they were likely to buy from Akademibokhandeln after seeing the campaign
- Strong brand fit and collaboration clarity in both campaigns
- Increased curiosity among non-followers in the spring campaign
- Clear link between campaign exposure and purchase behaviour
Those who saw the campaign were significantly more likely to have visited Akademibokhandeln in the three months that followed, both online or in store – clear proof that creator marketing can drive real behaviour.
The framework strengthens Cure Media’s continuous improvement model, reinforcing a way of working that already sets a higher standard for creator marketing effectiveness.
In their words
“This collaboration deepens the strategic understanding we’ve built over many years, showing in even clearer terms how creator marketing drives business results. It’s not just about engagement numbers – it’s about understanding the story behind them: what makes content resonate, and what makes people act.”
With Akademibokhandeln, we can see how creative choices shape brand perception. This helps us improve every step, from selecting the right creators to refining the message. It has deepened our understanding of what true influence looks like and how data can drive authentic growth.”
Louise Rimbäck, Insight Lead, Cure Media
For us, the real value in this collaboration is seeing beyond view time and interactions. We already know how people behave on the platforms. What we rarely see is how they experience the content and how clearly the brand comes through.
“These results show that creator content can genuinely inspire and spark curiosity, but also that small creative choices influence how strongly we are recognised. That insight helps us shape future briefs and ensure that inspiration and clear branding work together to drive both perception and purchase.”
Maria Backlund, Marketing Manager, Akademibokhandeln
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