While the retail market remained flat, Australian brand All Day Socks has delivered an impressive 20% surge in sales, thanks to an effective marketing campaign developed by Melbourne integrated advertising agency Noisy Beast.
The clothing, footwear and accessories category experienced a decline in trend terms during the first half of 2014.
However, All Day Socks swam against the tide, securing a position as the second biggest sock brand in Australia.
The Noisy Beast ‘Star Power’ strategy, which continues to produce stellar results for Swisse, also yielded great results for All Day Socks, with two ambassador-led campaigns featuring dynamic Australian cricketer David Warner in 2013, and swimming champion Hayley Lewis this year.
With media and creative working closely under one roof, Noisy Beast was able to create a fully integrated strategy, with the media focusing on highly engaging programs to compliment the message.
Next in the series will be cricket legend Mike Hussey leading the campaign for ‘All Day SuperLite Sport Socks’ which are set to be the most advanced athletic and workout socks on the market.
Sam Todaro, founder and director of Underworks says, “To say we are thrilled with the results we have seen in the last twelve months is an understatement. The Noisy Beast ‘Star Power’ formula has delivered ambassadors who are the perfect fit for our brand and product. The feedback has been outstanding.”
Lee Wilson, General Manager of Noisy Beast says, “It’s great to see our partnership with All Day Socks deliver increased market share and sales growth in a challenging market. The team worked hard to deliver a seamless integrated campaign we are all very proud of. The future is bright for this brand and we love being part of that.”
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