Through its long-standing collaboration with SCL Mellon, Kappa Greece proved, once again, that it defines itself through music culture. With a multi-layered content marketing program designed and executed by digital agency SCL Mellon, the brand set out to strengthen its bond with Gen Z, using music as the ultimate bridge.
Our Key Insights
When fashion meets music, the most impactful branded content formats emerge.
Brands with a “nostalgic DNA,” like Kappa, gain new relevance.
Gen Z embraces brands that contribute authentically to culture.
Kappa x Futur Festival
SCL Mellon designed and implemented a campaign that took three leading Gen Z influencers, Gaia Mercuri, Magia Lemona and Malvina Pavlopoulou, to Turin’s Kappa Futur Festival, Europe’s top electronic music event. With fashion and sports activities curated by the agency, the activation blended Kappa’s street style DNA with electronic music culture, generating over 1M impressions, and sparking conversation among young audiences.
Feel The Vibe Campaign
SCL Mellon organised a photoshoot inside a record store in downtown Athens and produced ten Reels in a vinyl-filled studio. This creative direction highlighted Kappa’s nostalgic aesthetic while framing it within contemporary pop culture.
Kappa x LEX
Kappa’s collaboration with LEX became the year’s loudest cultural moment. From 3D launch videos to urban-style visuals, SCL Mellon built a content strategy that elevated Kappa’s relevance with Gen Z. This collaboration stood out as one of the highlights recognized with Gold and Platinum distinctions at the 2025 Content Marketing Awards.
Summer Campaign: Style to the Max feat. Anastasia
With SCL Mellon’s creative and production guidance, pop sensation Anastasia was positioned as the face of Kappa’s summer story. Photographed in Athens’ historic Varvakios Market and supported with media outreach, the campaign amplified Kappa’s cultural footprint – both through its digital and its editorial presence.
Music Artists & Authentic Placement
Through curated influencer collaborations and authentic content seeding, SCL Mellon ensured that Kappa appeared organically in a range of Instagram stories, YouTube vlogs and music videos, strengthening the brand’s connection to every layer of the Greek music scene.
Impact & Recognition
The program left a measurable cultural and digital footprint:
- +87% increase in Instagram engagement rate
- +42% increase in Instagram followers
- 300% surge in direct traffic during campaign drops
- 1,200+ organic shares and mentions across social platforms
- Collaboration posts with CTRs above 10%
- 34+ media features with an estimated reach of 2.2M+
- 90% positive sentiment in over 800 analyzed user comments
Why it stood out
- Authenticity-first: Artists didn’t just wear Kappa, they made it part of their culture.
- Music-driven storytelling: Music was the thread tying every activation together.
- Gen Z relevance: Meeting audiences where they live; at festivals, in Reels, in music videos.
- Agency-led execution: With SCL Mellon’s strategic thinking and creative innovation, the program earned Gold and Platinum recognition at the 2025 Content Marketing Awards.
By turning music into a storytelling engine, SCL Mellon and Kappa Greece proved how content can redefine brand relevance, transform audiences into communities, and turn culture into the ultimate measure of success.