SOKOLOV.
About the brand
Sokolov is one of Russia’s largest jewellery brands and a domestic market leader, producing gold and silver jewellery.
If this were my brief
Raise SOKOLOV’s awareness and make it top of mind among young men choosing jewellery as a gift.
Context · Insight · Solution
Analysis showed that SOKOLOV primarily addresses women: products, visual language and communication scenarios centre on the female jewellery buyer. Men remain a growth opportunity. They regularly enter the category as gift buyers, yet the brand offers little help in moving from “I want to give a gift” to choosing a specific piece.
The problem
He wants to surprise her, but often lacks even the basics: her ring size or her preferences. Buying jewellery becomes stressful.
Insight
I want to choose jewellery for her myself and make it a surprise. But I’m afraid my choice won’t match her taste. I need to know I’m giving her something she would choose herself, without asking her directly about the gift.
The solution
Remove the fear of getting it wrong and build confidence without losing the surprise.
Do You Know Her Ring Size?
Insight
I want to give her a ring, but I don’t even know her size. It’s especially awkward early in a relationship: asking spoils the surprise, guessing risks getting it wrong. I want to find out discreetly and be sure it fits.
Idea
Help him learn her size and preferences so she quietly helps choose her future gift while the purchase stays a surprise.
Execution
Bring a SOKOLOV interactive stand, Do You Know Her Ring Size?, to city festivals and events. She scans her hand; a biometric system estimates finger sizes. The couple answers a few preference questions. Afterwards, he receives a SOKOLOV notification at the supplied phone number with a personalised selection in the right size and the option to order a piece in a jewellery box. Support it with a digital campaign, UGC and celebrity-couple integrations.
Why it works
Turn a major barrier to men buying jewellery — fear of getting it wrong — into a playful experience. SOKOLOV does more than offer a range: it helps him decide for himself while preserving the emotional value of the surprise.
In Sync
Insight
I might know her size and still feel lost: which metal does she like, what stones does she wear, which piece has she been eyeing? I want to give her what she dreams of, but I can’t remember every detail and worry I’ll miss an important hint.
Idea
Make SOKOLOV his assistant: remembering her wishes and suggesting the right gift at the right time. He does not even have to remember when a gift is due.
Execution
Launch In Sync within the app and website. Users save birthdays, anniversaries, Valentine’s Day and other personal occasions, then connect their profile to their partner’s account using her registered phone number. The service analyses her browsing, favourites, purchases and preferences. He can also save his own observations. Before an important date, SOKOLOV sends a reminder and a personalised selection based on her actual interests, with a direct path to purchase.
Why it works
More repeat purchases and lifetime value, with more personalised communication.
Thanks, It’s Lovely
Insight
I tried to choose a gift that would really delight her, but all I heard was a polite “Thanks, it’s lovely”. I’m embarrassed I got it wrong and don’t want to tell anyone. But I need to know I’m not the only one — and that I can laugh about it.
Idea
Turn gift-failure stories into an honest, humorous conversation among men about how hard it can be to guess what she will like.
Execution
Launch short Reels and Shorts with men’s real stories of gifts that went wrong. Start with creators and people relevant to the audience, then invite followers to submit stories and turn the best into new episodes. Each video naturally leads to “SOKOLOV knows what she would choose” and introduces the proposed service for men.
Why it works
A familiar awkward moment helps men recognise themselves. Self-deprecating humour brings brand and audience closer; real stories invite people to share experiences and keep the project supplied with content. The brand gains additional reach among men.
Now You Know How to Drop a Hint
Insight
I know exactly which piece I want, but I don’t want to just send him a link and turn a gift into an order. I want him to surprise me and still receive something I truly love. I want to give a hint without losing the surprise.
Idea
Let her try on jewellery while leaving her partner a discreet clue about what she genuinely likes.
Execution
Create an interactive SOKOLOV mini-catalogue for PR mailings and brand orders. Jewellery appears in several sizes as removable stickers: peel one off, hold it against yourself and try the look. Under each sticker, “Now you know how to drop a hint” invites sharing the choice with a partner. Support it through mailings to existing customers and influencers, plus integrations with creators working in recognisable formats.
Why it works
Turn an ordinary catalogue into a playful experience: she can express her wishes discreetly, and he can reduce the risk of choosing the wrong gift. The brand gains another audience touchpoint, UGC and PR reach, plus a reason for repeat purchase.