The fashion label uses Dropbox Business to speed the process of collaboration among designers and producers, leading to expedited production of promotional photos and campaigns.

Björn Borg's Key Results

Simpler collaboration between producers and web designeres

Expedited production of promotional photos and designs

Flexibility to share video content quickly

The Challenge

Finding a better fit

Even with a former #1 tennis player as its figurehead, in order to maintain a memorable brand, the Björn Borg line must create picture-perfect designs and capture winning moments in its content marketing. This means collecting thousands of brand- and fashion-focused photographs and videos — which all add up to vast amounts of data. For Björn Borg, the management and exchange of photo and video data started out on a bumpy path. Trying to mimic the functionality of an FTP site, the company posted links to an internal blog when it needed to share large files and marketing updates. “I was constantly throwing around portable hard drives to try to manage heavy video files and high-res pictures,” remembers Interactive Producer David Walegren. Walegren and others within the company were using Dropbox to store and share personal files and photos, and it wasn't long before they realized Dropbox Business could solve their work-related storage and collaboration challenges too. Walegren says, “It was a no brainer. Dropbox Business would allow us to share internally and externally, back up our computers, and view photos and videos right from shared links. It was exactly what we needed.”

“It was a no brainer. Dropbox Business would allow us to share internally and externally, back up our computers, and view photos and videos right from shared links. It was exactly what we needed.”

David Walegren, Interactive Producer, Björn Borg

The Solution

Game, set, match-winning promotions

Bringing a new line to market at Björn Borg typically involves a photo shoot of the latest product, the development of a design to showcase the best picture, multiple rounds of edits between producers and web designers, and finally a launch of the fully designed product photo on the company's website. Between the shoot and the final web posting, photos and designs can go through many revisions. According to Walegren, “When we're creating the designs, we use Dropbox Business to share the design files and feedback. If I want the designers to take a different direction, I'll send them a link to a Keynote file and when they've made my updates, they send me a link back to the revised content. It's pretty simple.” The entire process is expedited thanks to the fact that employees can share very large files via Dropbox Business without lengthy upload and download times. During a recent shoot for RFLX — a line of Björn Borg clothing and accessories that includes reflective material to make people more visible in darker lighting — Walegren found himself needing to share several high-res photos with his design team. “It was an intense production and I had to get 2.5GB worth of pictures to the designers so they could work on the web build. Dropbox Business let me do that instantly,” he adds. Instantaneous access to files is something Walegren values greatly. Being able to open photos right on his phone using the Dropbox app means he can make important decisions anytime, anywhere. “I love that Dropbox Business has preview capabilities so I can see images immediately,” he says. “We've had instances where press photographers send us pictures through a Dropbox link and I can look at them right away and decide whether I want to pay to add them to our collection.”

“Dropbox Business removes the barrier for working with large content. It allows us to work fast and stay focused on the creative tasks at hand.”

David Walegren, Interactive Producer, Björn Borg

The Results

The freedom to be creative

Björn Borg lets customers go behind the scenes by capturing additional documentary-style footage from product photos and brand video shoots. As Walegren explains, “It gives the fan base a backstage view of how things work and lets us tell a real and fresh story about our products and the photographers or artists we're using — which helps shape our brand.” In order to get backstage stills and video online and in front of the masses, Björn Borg relies on Dropbox Business. For the recent RFLX project, the company worked with a noted parkour artist in London shooting primarily at night. In spite of a tight project timeline, Walegren was able to share footage with an editor in southern Sweden and have him cut together live sequences of the parkour artist leaping all around London while the shoot was still in progress. “Dropbox Business removes the barrier for working with large content,” says Walegren. “It allows us to work fast and stay focused on the creative tasks at hand. We can execute projects more quickly and post content more frequently. And that's what helps create buzz among the people who will ultimately buy our products.”

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