SOXOS Vitals Launch Campaign Reels
Objective
With the launch of the new performance sock line “SOXOS Vitals”, the company needed to raise awareness and target cohorts specifically skaters, basketball players, cyclists, joggers, and fitness enthusiasts. Our goal was to target these groups as each would benefit from these socks, for its comfort and resonate with the styles.
Idea
We made a plan during the summer to meet up with friends and strangers to provide a free pair of Vitals athletic socks in exchange for recording their reactions to the design they got and some footage of them doing the athletic activity they enjoy.
Execution
As the content creator, it was my responsibility to shoot, produce, and edit the clips together to create a series of reels for the SOXOS Vitals Instagram page that was made during the summer. The app used to edit the footage is CapCut: a video editor similar to Adobe Premiere Pro but it has a focus on creating mobile video content.
One of our most notable reels was with this skater we met while visiting the skate park at Christie Pits in Toronto, Ontario Canada. We gave him and his friends free socks, recorded some of their reactions, and recorded footage of them skateboarding. The reel was designed to showcase the skater’s intensity and energy. It also expresses the aggressiveness of our campaign as we wanted to really put this line of socks out there and reach the community.
This specific reel was the first for this campaign and resulted in:
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While we were there, we met two brothers playing a one-on-one game of basketball. We introduced ourselves, showed them the Vitals socks, offered them a free pair, and recorded a short session they had.
This reel features a cyclist who is a friend of one of the founders of SOXOS and was filmed during a weekend. This reel showcases a man cycling in two different sessions and wearing two different designs of Vitals athletic socks.
Results
Total statistics for all three reels:
Accounts Reached
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The launch campaign was a success as it targeted our cohorts, gave the Instagram page a good amount of views and attention, and eventually lead to sales for the product during the holidays. We also got important feedback from the cohorts we met. The skaters we met told us how they never thought about socks when it came to skateboarding but noticed a huge difference from the Vitals socks and regular cotton socks they normally wear. That difference being how much thinner it feels and better board control. Skate shoes support this but bulky socks reduce the support skate shoes provide while Vitals athletic socks can maximize the support due to using more thin material.
