When Ida and I came up with the idea for Vapa in 2009, the term “digital content marketing” was hardly known in Finland. Even globally, the field was in its infancy, and the first book focused on digital content strategy had only been published that same year. Brands had no processes, budgets, or internal structures for creating meaningful content on social media—and no wonder, since platforms like Instagram didn’t even exist yet. In a way, it was a blessing that we knew nothing about entrepreneurship, because the years to come would be demanding. We were idealists and novices, and perhaps it was precisely because of that that we dared to try at a time when entrepreneurship wasn’t fashionable or very common.
Breaking new ground
The idea of a content marketing agency led us to a situation where we had to develop our operating models from scratch, and the value of content was still an open question. The biggest challenge in Vapa’s early days wasn’t just building a vision—it was convincing clients that investing in social media and content was worthwhile. There were few, if any, established models, competitors, or case studies to rely on.
In the early years, we found ourselves not only educating the industry but also helping brands understand that content and social media could be powerful tools for engaging audiences. We applied the principles of market design, and looking back, we did an incredible amount of groundwork to establish this way of thinking in a small market. We organized events, wrote Finland’s first book on digital content strategy, and published materials aimed at encouraging companies to embrace change. Contributors to these publications included Alexander Stubb, Koko Hubara, Mika Aaltonen, and Alf Rehn. Not a bad list of thinkers!
Welcome, competition
A true turning point for Vapa came in 2013, when Fazer chose us as their partner for their website renewal project. Under the leadership of Kati Sulin, Fazer was among the first brands to recognize the potential of content and social media. That project—carried out in collaboration with Solita and the service design agency Palmu at the time—validated the value of content and helped move not only the client but also us forward.
SuoAs Finland’s first (digital) content agency, we gained a significant head start over others—but Vapa’s true growth began when competition started entering the market. As content marketing gained traction, clients began comparing agencies, and that’s when our early groundwork paid off. We weren’t just the first—we were already an established player. We had our operating models, success stories, and the ability to deliver results. So instead of resisting competition, we welcomed it. It reinforced our belief in Vapa’s vision and helped accelerate the maturation of the market.
A stable foothold and a time of strong growth
By 2015, Vapa’s approach had begun to gain a stronger foothold. We had succeeded in proving that content can be a central element in brand building. Our work with clients demonstrated that digital channels offer a way to engage target audiences. As a result, Vapa entered an era of strong growth.
Looking back, the first five years were not just about survival. They were about laying the foundations — for the team, the thinking, and for an industry that was only beginning to understand the power of content and social media. We are proud of what we built and even more excited about what was to come. In the next blog post, I’ll talk about the years 2015–2020.