Consistent communication at scale

How Vinning gained structure across multiple brands

Vinning is a Swedish corporate group operating within circular economy and resource recovery. The group has grown rapidly through acquisitions and strategic partnerships, and today centrally manages marketing for more than 40 brands across its portfolio.
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Managing communication across multiple brands quickly turns planing, producing and publishing into a coordination challenge. For Vinning, maintaining both consistency and pace became increasingly difficult as the number of brands, accounts and channels grew.
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Vinning manages communication for several brands across multiple social media platforms. As complexity increased, publishing gradually shifted from communication to coordination. Each post required manual steps across multiple tools, making it harder to work efficiently and maintain a consistent brand presence.

When publishing became a coordination problem

With many brands and accounts to manage, keeping a clear overview became increasingly difficult. Publishing was time-consuming, coordination largely manual, and maintaining a consistent brand expression across channels required significant effort.

The change in daily work

To simplify daily publishing, Vinning introduced a more structured way of working. Content could now be created, adapted per brand, and published or scheduled within a single workflow. This reduced manual steps and made publishing faster, more predictable, and easier to manage.
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“Without Ayra, it would not have been possible to publish content at the same frequency across so many accounts and channels.” – Maria Knutsson, CMO Vinning

The impact on daily work

Repetitive tasks were automated, reducing the time required per post and making it easier to work consistently across accounts.

- More accounts kept active at the same time
- More even and coordinated communication
- Less administrative work
- Publishing integrated into daily routines
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Since getting started, +10.000 content pieces have been created and distributed across Vinning’s brands and channels.
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“Being able to manage multiple brands from a single platform is a game changer for groups or chains with a structure like ours.” – Maria Knutsson, CMO

Why structure made the difference

For Vinning, the primary value lies in structure and manageability. Publishing no longer dominates the workday but becomes part of ongoing work - with consistency and control. As the organization grows, new brands and accounts can be added without changing existing processes or ways of working.
When communication spans multiple brands and accounts, structure becomes essential. With a clear setup in place, publishing became simpler, more consistent, and easier to scale.

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