This project involved a campaign targeted towards 100 000 employers in Sweden to create an account at Arbetsförmedlingen – The Swedish public employment service. I was responsible for the design and strategy of the campaign which involved three variants of letters to be sent out to the employers and a campaign website (https://www. One letter was targeted towards the hotel and restaurant industry, one towards the logistics and transportation industry and one letter was general for all remaining industries. The general letter was also A/B tested with different copy.