The Power of The Little Things

Wax/On started working with the premium sock label London Sock Co in summer 2020, briefed with an Autumn/Winter campaign that would build awareness of the brand and drive lead generation in the run up to Christmas. Gifting makes up a large proportion of London Sock Co’s revenue so they wanted to ensure that they were well positioned for a bumper e-commerce Christmas.

After producing a campaign that centred on a return to a new normal, the loom of the second wave forced Wax/On and London Sock Co to make the brave decision and u-turn. Written, shot and produced in the space of 2 weeks the new campaign, ‘The Power of Little Things’ stars Downton Abbey star Michael C. Fox and focusses on the little things that can make a big difference in our lives, especially during challenging times.

The brand response ad was the brand's first foray into TV, with a highly targeted campaign distributed on Sky channels as well as in press and online. The campaign performed exceptionally well, with London Sock Company seeing a 65% increase in revenue YOY. We also saw above average response rates for the TV, tracking at 0.037%, compared with 0.03% for comparable brands during the same period.

Dave Pickard, London Sock Co’s founder said: “Wax/On has been a fantastic partner, very much a natural extension of our team. The u-turn allowed us to read the mood of the nation and ensure we were in step.” 


London Sock Company - The Power of Little Things

Premium sock label London Sock Co briefed Wax/On with a Winter campaign to build awareness and sales in the run up to Christmas, a key sales period. The integrated campaign focusses on the little things that make a big difference.

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