Dagen is Sweden’s largest Christian newspaper, drawing around 75,000 unique visitors a week to its site. In the run-up to the Church of Sweden’s internal election, Dagen set out to give readers a clear, practical way to understand what the parties stood for. Using Playerence, they published a personality-style quiz that helped their readers make their selection.
The election context
The Church of Sweden was once the state church and still counts over five million members—more than half of Sweden’s adult population. Every three years the church holds an election for its internal “parliament”, and the mechanics mirror a general election. Despite the scale, many eligible voters are unsure which issues matter most or how the parties differ. That’s the gap Dagen wanted to close.
What Dagen built
- A personality quiz with 20+ questions focused on real points of difference between parties.
- Answers were matched to the party a participant most resembled.
- The experience was designed to be fast to complete and easy to share.
What happened
- The quiz was played 173,000 times by 139,000 people, largely over the weekend before the vote.
- In the final tally, 842,000 people voted—and 139,000 of those had taken the quiz. For many, it was a simple way to orient themselves before choosing.
How people found it
This was Dagen’s third election-cycle quiz, so they planned for search-led demand:
- SEO first. Most traffic came from organic search, supported by Dagen’s own site placements and social posts.
- Paid, but light. They added sponsored search on Google to protect visibility at key moments.
- A live SERP contest. A main competitor ran a similar quiz, which meant keeping the top spot on Google required constant attention.
Being prepared for the spike in play
Dagen expected strong participation based on previous cycles. The difference this time was preparation and capacity:
- The newsroom anticipated a surge and planned operations accordingly.
- Playerence handled the election-day spike without performance issues, removing the bottleneck that had caused problems in earlier years. We had a developer monitoring the servers and observing the scaling of our infrastructure to match the count of quizzes played by 1000’s of people every 10 to 15 minutes.
Dagen’s recommendations for high participation
- Tie your quiz to an event that affects a lot of people but doesn’t get deep coverage.
- Design for search discovery from day one; use owned channels to reinforce.
- Plan for peaks. Make sure the tech can cope when attention concentrates into a single day.
Quizzes beyond the headline moment
Outside election cycles, Dagen keeps quizzes in regular rotation:
- Topical quizzes aligned with current reporting.
- Bible quizzes to serve core readership interests.
- Sponsored quizzes produced with advertisers.
- A newsletter for quiz enthusiasts plus steady social posting to keep the audience engaged.
Why we’re sharing this
This is very much Dagen’s success story. They identified a real information need, kept the format honest and useful, and executed with discipline. They kept us in the loop as well so that we could be prepared and have our tech team on standby if needed. We’re proud Playerence supported the moment and helped to make the quiz roll smoothly throughout the day.
If you’re planning something similar
When the goal is to help people decide—on a vote, a membership, or a cause—clear questions and reliable delivery matters. If you’d like to see the workflow and quiz types Dagen used, book a demo and we’ll walk you through it with your context in mind.
In Summary
- Dagen leveraged a personality-matching quiz to simplify a complex, high-interest decision.
- The result: 173k plays / 139k people, with voters among takers and a strong weekend surge pre-election.
- The growth levers were SEO, owned channels, selective paid search, and platform reliability under heavy load.
