2021 Social & Influencer


Category A01. Consumer Goods
Name Company Position
Hanning Beland Serviceplan Suisse AG Art Director
Peter Liptak Serviceplan Suisse AG Copywriter
Henry Clarke Serviceplan Suisse AG Copywriter
Terence Fuchs Serviceplan Suisse AG Graphic Designer
Carina Kienzle Serviceplan Suisse AG Graphic Designer
Kurt Bösiger Serviceplan Suisse AG Director/DoP/Edit/Postproduction
Dominic Shota Schweingruber Serviceplan Suisse AG Director/DoP/Edit/Postproduction
Mareike Pässler Serviceplan Suisse AG Content Manager
Livia Küpfert Serviceplan Suisse AG Account Director
Nathalie Jakober Serviceplan Suisse AG Agency Producer
Per Kasch Per Kasch Photography Photographer/Director
Carina Kienzle Serviceplan Suisse AG Illustrator
Team Supreme Music Supreme Music Soundtrack
Thomas Lüber Serviceplan Suisse AG Creative Director Social Media
Marcin Baba Serviceplan Suisse AG Executive Creative Director
Jason Romeyko Serviceplan Group SE Worldwide ECD
Alexander Schill Serviceplan Group SE Global Chief Creative Officer

Why is this work relevant for Social & Influencer?

The #dillygallopchallenge created a viral challenge to help a fashion brand reach a new and younger target audience on TikTok. The campaign helped the client to rapidly create a new community of Gen Z-aged followers and transformed a simple 2-for-1 offer into an opportunity for a highly stylised brand to adapt itself to TikTok’s DIY aesthetic. Users could easily recreate the challenge with the app. A campaign coordinated with influencers helped the hashtag #dillygallopchallenge go viral, boosting visibility for the brand's own videos with a direct link to its online store.


Dilly Socks is a Swiss start-up that makes cool, colourful socks that its sells through its online store. Loved by Instagram-based millennials, the brand wanted to target younger Gen Z customers, a generation more concentrated on TikTok. So far, Dilly Socks’ attempts to penetrate the growing music and video sharing platform had failed. The brand’s slick, static image-based aesthetic was ill-matched to TikTok’s DIY appeal. There was no doubt that Dilly Sock’s colourful prints and patterns would appeal to young Gen Z. But the brand needed an influencer-driven, platform-specific campaign to grab TikTok users’ attention and bring them to its webstore.

Describe the creative idea (30% of vote)

The “Dilly Gallop Challenge” promoted a two-for-one offer for Dilly Socks. The viral challenge was based on the idea that a two-for-the-price-of-one offer on socks gave people an extra pair – which they could wear on their hands. Participants “galloped” like horses with socks on their hands and feet, filming and sharing the results on Tiktok with the hashtag #dillygallopchallenge. Most TikTok challenges are set to a song. “Do the Silly Walk” was composed and recorded for the challenge and made available to TikTok users. The brand’s own challenge videos included a link to Dilly Sock’s webstore.

Describe the strategy (20% of vote)

Dilly Socks is popular among urban Swiss millennials, many of whom are active Instagram users. The brand’s slick and stylish profile enjoys a large following. However, a change of tone was needed to reach the younger Gen Z audience on their favourite platform, TikTok. Known for its funny and silly viral challenges, TikTok makes it easy for users to film and edit their own videos. Our strategy was to use a combination of influencers and TikTok’s newly released advertising tools to drive a viral craze based on Dilly Socks’ latest two-for-one offer. A link in the adverts and the brand’s profile took users straight to Dilly Socks’ webstore where they could take advantage of the offer.

Describe the execution (20% of vote)

The campaign played out over a four-week period on TikTok. An initial two-week phase built awareness of the challenge by using a mix of TikTok’s advertising tools (newly released in Switzerland) and collaborations with eight Swiss influencers. The coordinated launch meant the hashtag #dillygallopchallenge quickly gained traction on TikTok’s algorithm to start trending and reach the maximum possible number of users. A second two-week phase focussed on conversion with videolink adverts that enabled users to click through to Dilly Sock’s webstore. A competition to win a surprise pack of socks invited more participation in the challenge. The videolink adverts were initially focussed on Dilly Socks’ main markets of Switzerland, Germany and Austria before being broadened out to new territories including the UK, USA, Australia and Russia. The challenge's soundtrack,“Do the Silly Walk”, was released on the day of the challenge’s launch and made available on all streaming platforms.

List the results (30% of vote)

The #Dillygallopchallenge succeeded in establishing Dilly Socks among the campaign’s young, fashion-conscious audience: • In its four-week run, the campaign earned the brand more than 10,800 followers on TikTok and created a valuable new platform to reach this young audience in the future. • The brand’s own challenge videos were viewed over 12,5 million times and received over 300,000 likes. • Traffic to Dilly Sock’s online store increased 25% throughout the campaign. • The campaign song, “Do the Dilly Walk”, was picked up by DJs on Twitch and continues to be streamed on various music platforms.