Josefine Bodin

Josefine Bodin

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Vasaloppet

PROJECT GROUP


As a Communications Trainee at IBM, I played a supportive role in the planning and execution of our presence at Vasaloppet which is one of Sweden’s most iconic sporting events, where IBM contributes as a technology partner providing data and digital infrastructure.


I worked in a cross-functional project group where I was responsible for driving both internal and external visibility. My main tasks included managing IBM’s social media content for the event, developing storytelling concepts, and producing short-form videos - from filming and editing to publishing. Several of these were displayed in our branded booth on-site in Mora to engage visitors and showcase IBM’s tech-driven social initiatives, such as the SkillsBuildprogram.

CONTENT CREATION


In addition to content creation, I designed branded assets and presentation templates used by IBM employees across the Nordic region. These materials helped ensure a strong and consistent visual identity throughout all event-related communication, especially in internal briefings, newsletters, and sales decks.


The project deepened my skills in visual storytelling, cross-team collaboration, and strategic brand communication, all within a fast-paced, high-visibility setting.


NEWBEESONSKIS

The journey


I created this video to document and celebrate the NewBees on Skis team’s journey towards Stafettvasan. The film was shown in IBM’s booth during Vasaloppsveckan in Mora, with the purpose of inspiring visitors and colleagues by highlighting the courage, teamwork, and joy behind trying something new together.


Visual samples


NewBeesOnSkis


   A light-hearted project about courage, community, and trying something completely new.


NewBeesOnSkis is an internal IBM initiative designed to inspire colleagues with little or no skiing experience to take part in Stafettvasan, part of Sweden’s Vasaloppet. The goal was to make ski culture more inclusive and accessible, with a focus on team spirit, fun, and trying something new.


I was partly responsible for the planning and execution of the project, including administrative coordination, participant communication, and content production. I also supported storytelling efforts by filming and editing videos, and I designed a printed coffee table book that captured the participants’ journey - from first steps on skis to race day reflections.


The project strengthened internal culture and engagement, and showcased IBM’s commitment to inclusion, wellbeing and growth with a personal and playful twist.

Ambassador

As a Study Abroad Ambassador at Uppsala University, I supported international engagement by organizing campus visits, holding presentations, and answering questions from prospective exchange students.


I was also responsible for managing the ambassador program’s communication channels, including social media accounts (Facebook and Instagram) and email correspondence to ensure consistent, helpful and engaging communication. The role strengthened my leadership, planning, and digital communication skills in a real-world academic context.

Visual samples

CONTENT CREATION


I created video content and designed Instagram posts to build a cohesive and engaging feed. The goal was to increase visibility and reach among students by using a clean, approachable visual style and informative captions. The content focused on student experiences, practical tips, and inspiring stories to make the idea of studying abroad feel more accessible.

Video samples

WORKSHOPS


I also organized workshops to guide students through the application process for studying abroad – sharing practical tips, insights, and how it all works in practice.

Bachelor's thesis

From Sweden to the Global Stage: The Power of Social Capital in Women's Entrepreneurship


This thesis examines female entrepreneurship in Sweden, focusing on how social capital influences opportunities for international business development. The study explores how relationship-building impacts entrepreneurs’ ability to access funding, and how this in turn supports global growth as a natural step in business expansion.


The analysis is based on three dimensions of social capital, combined with a financing perspective. Data was collected through a mixed-method approach, including a targeted survey distributed to female entrepreneurs and in-depth semi-structured interviews. This provided both breadth and depth in understanding key relational and structural barriers.


Findings indicate that the main challenge is not within networks of female entrepreneurs themselves, but rather in the interpersonal dynamics between male and female actors in business settings, a barrier that continues to limit access to funding and growth opportunities.

CLICK HERE

View the full thesis here


WHY WE CHOSE THIS TOPIC


We chose to explore female entrepreneurship and social capital because we’re passionate about creating more equal conditions in business.


Despite Sweden’s strong reputation for gender equality, women still face structural challenges when it comes to accessing funding and expanding internationally.


By focusing on the role of relationships and networks, we wanted to highlight both the barriers and opportunities that exist and contribute to a broader conversation about how we can better support women-led businesses in scaling and succeeding globally.


The thesis received the grade Väl Godkänd (VG) - an achievement awarded to a small percentage of submissions each semester at Uppsala University.

Activ8

PROJECT FOR A MASTER'S COURSE


As part of a Master's-level group assignment, I co-developed Activ8, a lifestyle brand and app concept combining fitness, mental health, and social connection. The project was grounded in real user data and aimed to reflect current wellness trends and consumer needs.


To build Activ8, we used social listening on Instagram, focusing on lifestyle-related hashtags such as #mentalhealth, #fitness, and #worklifebalance.


I worked with Gephi, a network analysis tool, to map and visualize connections between hashtags. This allowed us to identify key communities, content patterns, and engagement behaviors, insights that helped us define clear consumer segments and inform our brand positioning.


My role included Gephi analysis, social media content planning, visual mockups for the app, and shaping the customer journey. I also contributed to our storytelling and communication strategy to ensure a consistent and engaging brand identity across touchpoints.


The final concept featured a tiered membership model, integrated wellness tools, community-driven challenges, and a user experience rooted in both data and empathy.

VISIBILITY


To align Activ8 with today’s digital expectations, we focused on creating a strong and aesthetic presence for social media. We designed a cohesive visual identity for platforms like Instagram, using clean layouts, motivating language, and trending formats to connect with our target audience.

As part of the campaign, we also created a short promotional video designed for social sharing, showcasing Activ8’s core features, brand values, and the feeling of community the app promotes.

Our goal was to ensure that every piece of content reflected Activ8’s tone, modern, uplifting, and community-driven while staying optimized for engagement on social platforms.

Visual samples

Samdasoo

Jeju Samdasoo (제주삼다수)


I joined a diverse team of 7 students - including myself and another international exchange student - working alongside 5 Korean peers. We participated in a real-world industry project with Jeju Samdasoo, Korea’s top bottled water brand.


The brand wanted to reconnect with MZ consumers (Millennials and Gen Z), who know Samdasoo for its clean image and quality but don’t feel emotionally connected to it or show brand loyalty.

We conducted a survey with 100+ MZ participants and found a gap: Samdasoo was recognized as high-quality but still seen as “just one of many water options.” Our insight was based on a rising trend called “Ditto Consumption”, a habit where young people skip deep product research and instead follow trusted trends or influencers to feel secure in their choices.


We proposed that Samdasoo reposition itself not just as high-quality water, but as a lucky detailthat enhances small but meaningful everyday moments, like a job interview, a trip with friends, or a date.

A Drop of Luck for Your Best Moment – Samdasoo”

Visual samples

CAMPAIGN ACTIVATIONS


To bring the idea to life, we created campaigns that fit naturally into Gen Z’s daily routines, making Samdasoo feel like a meaningful part of their best moments.

MT Survival Kit


Linked Samdasoo to fun college retreats by providing branded kits with water, snacks, and bottle cap games, making the brand part of group bonding moments.

CGV PhotoPlay Event


CGV PhotoPlay Event
Partnered with Korea’s biggest cinema chain to let moviegoers print collectible tickets of their favorite scenes, with Samdasoo gifts tied to the idea of “lucky moments.”

Interview Support Kit 


Distributed water bottles with motivational messages outside interview sites to position Samdasoo as a comforting, confidence-boosting companion during high-stress situations.

Campaign Activation samples

RESULTS


Among 7 teams, we won 1st place and were invited to visit Samdasoo’s production facility in Jeju Island. The company praised our campaign for blending insight-driven strategy, emotional storytelling, and highly creative offline/online activationsthat fit real Gen Z lifestyles.

Put Ai To Work

Behind-the-Scenes


I contributed to the successful execution of IBM’s “Put AI to Work” event in Stockholm Autumn 2024, which focused on showcasing practical applications of AI in business. My responsibilities included coordinating logistics and ensuring smooth operations throughout the event. This experience enhanced my skills in event planning, cross-functional collaboration, and real-time problem-solving within a corporate environment.

Featured Speakers Included



  • Vahid Zohali, Country General Manager, IBM Sweden

  • Anna Johansson, Country Manager, IBM Consulting Sweden

  • Parul Mishra, VP, Digital Labor, IBM

  • Karolin Nakonz, Gen AI & watsonx Leader, IBM EMEA

  • Martin Svensson, Managing Director, AI Sweden

  • Magnus Sahlgren, Head of Research, Natural Language Understanding, AI Sweden

  • Jonas Eriksson, Sweden’s most successful football referee

  • Leaders from Electrolux and Coop also shared how AI is shaping HR, operations, and innovation.


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