Social-first phenomenon to launch new brand

When S-Ryhmä replaced its Rainbow private label with the new Coop brand, they needed to get the name to stick in consumers' minds as quickly as possible.

Vapa identified that the brand name 'Coop' was nearly identical to the first name of beloved Finnish pop idol Koop Arponen. Vapa built a social-first influencer concept around this connection: Koop Arponen 'discovers' a product line with his name on it in S-Ryhmä stores and decides he wants to become the brand's influencer. The campaign rolled out across Instagram and TikTok with short, shareable videos built around this central idea.

The best-performing videos generated 1.8 million views on Instagram and 1.5 million views on TikTok, embedding the new Coop brand name in the minds of millions of consumers almost overnight.