Showcases
DillySocks - Merry Soxmas
Christmas sales are crucial for DillySocks' annual balance sheet. But as a small sock manufacturer, they had to come up with something special to stand up to the marketing budgets of the big brands.
DillySocks created the Soxmas Sweater - an Ugly Christmas Sweater made entirely from socks. Users were able to personalise the design using the online creator. This was combined with a competition: whoever created the ugliest Soxmas jumper won it in real life. To ensure that as many people as possible took part, there was a campaign with social media ads, digital ads and influencers such as @kikomedy, who ventured onto the ski slopes in the Soxmas jumper and captured people's reactions.
A total of 970 users designed a Soxmas jumper with the online creator. Compared to December last year, the campaign led to 88% more interactions on social media, 27% more followers, 91.48% more visitors to dillysocks.com and 57% more sales.