§In a saturated market with strong, established competition, tapping into a new customer base and creating essential growth becomes crucial with a limited budget.

Phase 1
Brand Awareness: Since DillySocks is not a sports brand, positioning in that direction wouldn't make much sense. Therefore, the urge for movement needs to be expressed differently: with humour, relatable, and in an engaging manner that resonates with the target audience, increasing the chances of digital interaction. While TikTok challenges prompt audiences to mimic and work well with dance, DillySocks needs to stand out as the most creative sock startup in Switzerland. Although Generation Z is no longer children, they are still young. Almost every child has played horse in some way, such as pretending to be a horse or a rider. With the #DillyGallopChallenge in Spring 2021 on TikTok, users were encouraged to gallop on all fours—with colorful socks on their hands and feet. Since two pairs of socks were needed for this challenge, a fitting promotion was also introduced. A specially composed song was created for the challenge, which users could use in their videos. To ensure that this crazy challenge was seen, it was promoted with ads on TikTok.

Phase 2
Leveraging the new awareness for the holiday season: In December 2021, the focus was on capitalizing on the gained brand awareness and boosting crucial sales during the Christmas season. Similar to Phase 1, user engagement was key here, fostering further interaction with the brand through user-generated content. Ugly Christmas Sweaters are extremely popular among Millennials and Generation Z. And what are socks with fancy motifs if not Christmas sweaters for the feet? Hence, the idea of the Soxmas Sweater: a completely sock-made Ugly Christmas Sweater created by customers. With an online creator, users could customize the design, complete with DillySocks. The person who created the ugliest Soxmas Sweater won it in real life. Voting took place through polls on Instagram. To encourage maximum participation, ads were placed on Facebook, Instagram, and TikTok, and influencers were engaged.