Campaign Spotlight

Campaign Spotlight: More than 12.5 million views of DillySocks #DillyGallopChallenge

ZURICH, SWITZERLAND — 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?”


Agency: Serviceplan Switzerland  

Client: DillySocks  

Title: #DillyGallopChallenge  

Serviceplan Switzerland:  

CEO: Pam Hügli  

Chief Creative Officer: Raul Serrat  

Executive Creative Director: Marcin Baba  

Creative Director: Michael Kathe, Thomas Lüber 

Art Director: Hanning Beland  

Copywriter: Peter Liptak, Henry Clarke 

Graphic Design: Terence Fuchs, Carina Kienzle  

Account: Livia Küpfert  

Agency Producer: Nathalie Jakober  

Content & Corporate Communications: Mareike Pässler  

Photography and director: Dominic Shota Schweingruber, Kurt Bösiger, Per Kasch 

Video Production and Motion Design: Dominic Shota Schweingruber 

Serviceplan Group:  

Worldwide Executive Creative Director: Jason Romeyko  

Casting: Find a Face  

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