Finding their own voice on social media accelerated sales by +300%
Client:
Sokos Emotion
Year:
2023-
Solution:
Sokos Emotion was searching for an umbrella concept for social media to reach Generation Z. The concept designed and implemented by Vapa is also a physical space where beauty products and trends are explored. Box of Emotions tripled sales in the desired target group and was awarded in the 2024 international Content Marketing Awards competition.
Social media content which gathered
34 874 721*
Views
And grew following up to
+696%
Box of Emotions is not just a Social first marketing concept, but also a physical space where beauty care products and trends are explored.
Challenge
How can a brand perceived as traditional charm and engage Generation Z beauty product buyers on social media?
In certain consumer segments, Sokos and Sokos Emotion is the primary place to purchase beauty products, but with the arrival of new trendy challengers to the market, the brand had to strengthen its position and do things in a new way.
At Sokos, they understood that in order to stand out and keep up on social media, they had to do things in a new way.
Assigment
The client’s goal was to create recognizable content marketing and raise the bar for the content produced. The concept was meant to evoke emotions, inspire, and surprise.
In addition, it needed to bring clear added value to the brand as a beauty expert.
Sokos and Sokos Emotion needed a social media umbrella concept to strengthen their position as a beauty expert and primary purchase destination in the eyes of Generation Z.
The concept needed to solve two key challenges:
1
How to be relevant to Generation Z
2
Finding a distinctive way to be present on social media
The strategy
To strengthen the brand’s relevance to the target group by relying on real, existing strengths.
At the core of the strategy is the idea that Sokos is your beauty expert friend who takes you by the hand and shows you how to be the most amazing version of yourself. The distinctiveness of the concept is built on the special characteristics of Sokos and Sokos Emotion, namely their approachability and the beloved and trusted beauty professionals across their extensive store network.
The special characteristics combined with delicious visuality create the foundation for content types that can be used to create continuous content. Alongside channel understanding, social media aesthetics and higher production value content have been incorporated in the right proportion. The content utilizes influencers and Sokos and Sokos Emotion’s own beauty professionals.
The concept
Box of Emotions is not just a Social first marketing concept, but also a physical space where beauty products and trends are explored, beauty-related stories are shared, and where one can also be vulnerable.
The pink beauty fitting room is inspired by the Sokos Emotion logo. The pink box is a recognizable and memorable setting for social media content. In the small, intimate space, people feel safe, and therefore opening up about feelings related to beauty is easier there.
Continuous content publishing began in October 2023. Since then, content has been developed based on results to better address the target audience. The results take into account figures and sales development for the period January 21, 2024 to January 21, 2025.
Uuden Social First -konseptin myötä sisältöjä
nähneistä 45 %* harkitsi Sokosta ja Sokos
Emotionia kauneuden ostospaikkana.
The results
The concept also accelerated online store sales: online purchases by those under 25 years old increased
54 %*
*January 21, 2024 – January 21, 2025 compared to the development of the online store during the same period.
Likes
177 480
Shares
5 200
Saves
22 900
Hours watched
37 200
Box of Emotions has not only been a huge success on social media, but has also exceeded all expectations in increasing sales. Channel-specific engagement has served as an important metric: video viewing time and the number of saves confirm that we have reached the right target audience.
The concept also accelerated online store sales. During the period from January 21, 2024 to January 21, 2025, for those under 25 years old
demographic the e-commerce sales development
was a huge 54 %. For under 35 year olds the growth was 39 %.
The concept has succeeded in developing the image of Sokos and Sokos Emotion in the eyes of the younger target group and strengthening the perception of Sokos as a reliable beauty expert: 66%* of 18-24 year-olds who saw the content felt that the content creates an expert image and 52%* found the content inspiring.
In 2024, the concept was awarded wins in the Best Paid Advertising / Content Marketing Integration category at the Content Marketing Awards competition and in the Marketing for Youth category at the Digital Communication Awards competition.