Background

Dilly Socks is a Swiss start-up that makes cool, colourful socks. Loved by Instagram-based millennials, the brand wanted to target a younger Gen Z audience of TikTok users. Yet Dilly Sock’s slick Instagram aesthetic was ill-matched to TikTok’s DIY attitude and had failed to have any impact on the platform. The brand wanted to change this with a 2-for-1 TikTok promotion for a new generation of sock fans.

Execution

To promote Dilly Socks’ 2-for-1 offer, we launched the #DillyGallopChallenge with a series of videos featuring people galloping on all fours - with socks on their hands and feet. Simple and silly, the videos called on TikTok users to join the challenge and take advantage of the 2-for-1 offer on DillySocks’ website. Challenge participants could set their videos to “Do the Silly Walk”, a song composed and recorded especially for the campaign and made available on all music streaming platforms.