Saab explores effective engagement through targeted online campaigns

Saab to present case study on successful online campaign for Gripen-E at the 6th Social Media within the Defence & Military Sector Event.

SMi Reports (27.07.2016, London, UK): New interview with Saab released for the 6th annual conference on Social Media within the Defence & Military Sector in November.

Leading defence and security company Saab has joined the expert speaker line-up for the 6th annual conference on Social Media Within the Defence & Military Sector which takes place on 14 & 15 November 2016 in Central London.

Sofia Thulin, Corporate Communications Manager, will be speaking on how the company has successfully utilised social media to establish a loyal target audience. Her talk will cover

  • effective engagement through targeted online campaigns
  • staying ahead by producing new imaginative content
  • creating a strong impact that stays in people's minds

Sofia will also present a case study on the successful online campaign for the introduction of Saab's Gripen-E using social media platforms.

In the run-up to the event, SMi Group spoke to Sofia about Saab’s effective use of social media. “As a company and not armed forces, our goal is to increase the awareness of what we stand for and what we do. We ourselves are not the ones that are out in the field but we are a proud provider of solutions that armed forces and civilian authorities use. This is something vendors want, but also at times need, to communicate to the public. With the technological developments and more people engaging, social media is a good way to do this.”

When asked about the advantages of using social media within the defence industry, Sofia responded, “In this sector, it is of highest importance to be clear about your objectives and to be as transparent as possible. Social media is a platform that allows you to be all that and show it. Having that ‘live’ aspect makes our message more tangible for our target audience as it is happening right in front of them.”

To read the full interview with Sofia Thulin, visit the Download Centre on the event website at

Sofia joins a global line-up of expert speakers from military forces and defence organisations shaping up the social media landscape including the UK MOD, US DOD, US Africom, Bundeswehr, Irish Defence Forces, Norwegian Defence Forces, Italian Navy, United Nations and many more. The complete list of speakers and their topics can be found on the event website.

For more updates on the conference, follow SMi Group on @smigroupdefence and join the conversation using #milsocialmedia on Twitter.

For media queries please contact Honey de Gracia at For delegate queries please contact James Hitchen at

Social Media within the Defence and Military Sector 2016
14 & 15 November 2016
Holiday Inn Bloomsbury, London UK

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About SMi Group:
Established since 1993, the SMi Group is a global event-production company that specializes in Business-to-Business Conferences, Workshops, Masterclasses and online Communities. We create and deliver events in the Defence, Security, Energy, Utilities, Finance and Pharmaceutical industries. We pride ourselves on having access to the world’s most forward thinking opinion leaders and visionaries, allowing us to bring our communities together to Learn, Engage, Share and Network. More information can be found at