Serviceplan Switzerland Teamed Up With Dilly Socks To Get TikToker's Doing The Silly Walk

Serviceplan Switzerland Teamed Up With Dilly Socks To Get TikToker's Doing The Silly Walk

May. 10, 2021

Do it, do it, do the silly walk! Serviceplan Switzerland and Swiss startup DillySocks came up with a bonkers idea to promote a 2 for 1 offer on TikTok: they invented the #DillyGallopChallenge, which took off with influencers doing and galloping with socks on hands and feet. The result: 12.5 million views of the 2 for 1 sock ad.

How could DillySocks reach Generation Z and let them know about a 2 for 1 offer on their range of cool, colourful cool socks? Dilly Socks is a Millennial brand loved by Instagram users, but with the #DillyGallopChallenge they successfully reached out to Gen Z on TikTok.

Since people are bipedal – 2 legs, 2 feet, 2 socks - why would anyone need 4 socks? The creative solution came in the form of a horse – horses have 4 legs, so why not invent a viral dance with an original ‘Do the silly walk’ song, and enlist a stellar cast of influencers to demonstrate it to a TikTok audience? Influencers Michelle Melody, Ava Vogel, Jean Carly, Geo Cadiias, Quoc-Anh Dao, Simo Bonito, Taulant Gashnjani and Eric Luthi recorded videos doing the #DillyGallopChallenge, and DillySocks posted them on TikTok with a promo code, leading users to a 2 for 1 offer through their online shop. And Boom! Cut to countless imitations and a viral hit, leading to an increase of more than 30,000% in DillySocks’ TikTok following.

Sean Pfister, DillySocks Founder commented:

“For us, the #DillyGallopChallenge was proof that it’s worth investing time and effort in emerging social media platforms.”


Marcin Baba, ECD Serviceplan Suisse AG added:

“The #Dillygallopchallenge has got us seriously wondering: why stop at humans? Could we create a demand for animal socks?”

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