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Creative in association withGear Seven
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DillySocks' #DillyGallopChallenge Racks up More Than 12.5 Million Views

11/05/2021
Advertising Agency
Zürich, Switzerland
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Serviceplan Switzerland teamed up with Swiss sock brand to get TikToker’s doing the silly walk

Do it, do it, do the silly walk! Serviceplan Switzerland and Swiss startup DillySocks came up with a bonkers idea to promote a two for one 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 two for one sock ad. 

How could DillySocks reach Generation Z and let them know about a two for one 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 – two legs, two feet, two socks - why would anyone need four socks? The creative solution came in the form of a horse – horses have four 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 two for one 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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