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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?”