The Stockmann’s beauty department wanted to reposition itself as an authority and give more guidance to its customers. They also wanted to introduce more digital content to reboost the growth of the beauty online shopping.
What we did
It's not a secret that brands need a video marketing strategy. Video is important on every platform and channel, and should not be treated as a piece of the overall marketing plan. It's central to the brand’s outreach especially as part of the social strategy.
For Stockmann we created the Beauty School -video concept. The content was published monthly on their Youtube channel as well as on the digital content hub with how-to beauty articles. The longer tutorials were cut into shorter ones creating a constant stream of how-to’s, aiming to instil desire for the products. Video concept gave Stockmann the opportunity to offer the kind of content that users are searching for online – beauty tips, advice and tutorials, and to spread the beauty expertise also to the social and digital channels.
Stockmann is a Finnish retailer established in 1862, operating in addition to Finland, also in Russia, Estonia and Latvia. The project was done under John Brown Media / Dentsu Aegis Network.
Omnichannel Content Strategy