With a very low budget, it was possible to get the most out of the social channels used, open up a new customer group and create the growth necessary for survival with an increase in sales of +57% during the Christmas season.
With a small budget in an oversaturated market with strong, established competition, a new customer group must be developed and growth necessary for survival must be created. In a first phase, the awakening urge to move of the coming spring was taken up (awareness), and then in phase 2, the expression of one's own personality was addressed - always with colorful socks and recommended to imitate. The #DillyGaloppChallenge went viral and DillySocks gained over 10,000 new followers — on a channel that only a few hundred people had followed before. In phase 2, the new and existing customer group was stimulated once again by creating “Ugly Soxmas Sweaters” and DillySocks was able to capitalize on the newfound reputation: the Christmas business, which was so important for the company, was massively boosted with an increase in sales of +57%.
