For the conscientious consumer with boring mismatched socks, Sexy Socks is sock company that hand delivers stylish toe warmers. Unlike the competition Sexy Socks has warm feet in its DNA, with each purchase socks are hand delivered to school children in South Africa’s townships.

Our Story

What makes Sexy Socks so sexy? Our unique bamboo

fibres, outrageous designs, shocking colours and sexy feel

ensure that your feet will never feel more loved (and more

sexy) than they do in a pair of Sexy Socks. They are

stretchy. They are fitted. And they always go back to their

original size. They are eco-friendly. They are green. They

are anti-bacterial, anti-odour and anti-chafe. And they are

local: designed, sourced and manufactured in Cape Town.

Where are we?

• “In Progress”

• Creating the brand identity & strategy

• Setting pricing

• In the midst of creating a website

• 3 member part time team

What we are not

• Charity

• Mass producer

• “Intelligent” or “High End” Brand

Blake Mycoskie- TOMS

“Giving feels good, but it's also good for the

bottom line. Charity is a viable growth

strategy for a lot of companies. Our

customers get excited to be a part of what

we're doing. If you ask anyone wearing Toms

how they first heard about us, most won't

mention an advertisement; they'll say a friend

told them our story.”

SCQA

Sexy Socks was started in 2014 by a regular guy called Dave. He wears a suit to work, and jeans on the weekend. He likes nice things, and sometimes he likes to be a little outrageous. Most of all, Dave likes to be outrageous in his socks. It is not surprising, then, that Dave got tired of wearing the same old boring socks, and was determined to bring the outrageous into his socks. But the real story began on an icy, rainy day in June.

Dave was lying on his bed, trying to catch a sneaky afternoon snooze, when his doorbell rang. At the gate was a homeless man, drenched to the bone and shivering. All he wanted was some food. He brought him in and gave him some food, and set out finding some dry clothes for the man. While the man was changing, Dave began to realise that there was no way that this man’s plight was unique. How many thousands of people are either homeless or living in shacks in South Africa, freezing and cold? Surely there was a way in which businesses can help? And that is how Sexy Socks was born.

Based in Cape Town, Sexy Socks is committed to providing free school socks to every child in South Africa’s township schools. Too many children go to school without socks on their feet in the middle of winter because they simply cannot afford such luxuries. Sexy Socks’ mission is to change this. Committed to the idea of one-for-one, Sexy Socks promises to give away a free pair of school socks for every pair of Sexy Socks purchased.

Personas & Segmentation

SEGMENTATION

• GEOGRAPHIC- South Africa, Cape town greater area

• DEMOGRAPHIC- 20-45, male & female, middle to

upper class, college education

• PSYCOGRAPHIC-socially conscious and aware of the

income inequality between SA haves & have not's,

spontaneous, caring, vain,

• BEHAVIORAL- Birthday/Christmas presents, start new

job, helping others

Customer Empathy Map

Think & Feel

• Want to stand out

• Rebel again boring corporate

culture

• Feel the inequality in SA

society

SEE

• City & casual society/lack of

personality in dress

• Townships next to mansions

• High & visible poverty

Hear

• Friends/social media are

influence

• Politics are influence

• Lack of resources for poor

Say & do

• Social media (Facebook,

twitter, instagram) regular users

• Promote brands with friends

• “Go about their lives” not do

much social service

Brand Brief

• Personality: Cheeky grin

• Values: Honest, authentic and fun

• Mission: We exist to help solve an issue

but also to have fun while doing it.

• Promise: Warm toes all around.

Advantages & Challenges

Advantages

• Social Mission

• Low cost

manufacture

• “Testing the waters”

Challenges

• Lack of time,

knowledge, resources

• Small team

• “nice to have” rather

than “must have”

SMART Goals

• Launch by Jan 1 2015.

• Before launch built up a data base of 500

contacts

• Through March 1 2015 sell of first batch of socks

and take orders for upcoming, matching or

exceeding first order. (Break even financially)

• 250 “Likes” on Facebook by launch

KPIs

• Revenue - basis of company

• AOV - Average order value

• ROI - For promotional channels

• Conversion rate - Is what we’re doing selling?

• Measure on a weekly, monthly & yearly basis

and analyse on sequential & average basis

Metrics

• Visits

• Email Click Through Rate

• Source of Visit

• Return Visitors

AB Testing

• Which sock designs performing well

• Order of socks

• Channel & level of interaction

• Test tag lines on social media campaigns

For now:

• Create “coming soon page”

• CTA: sign up to hear more

• Track on a weekly basis alongside total

visits

Positioning

Planning Content

Unaware Aware Decision

Our Goal Increase awareness Move to becoming a

customer

Easy checkout, mailing

process and

transparency with social

mission

Audience Mindset Have need for socks but

not aware of stylish

brand or of social

mission. Simply just dont

care (yet)

Have general knowledge

but no push to buy. No

reason and initiative (yet)

Enjoy social mission

because it makes them

feel good.

Audience Pain Points do need socks and are

uneasy of difference in

SA btw haves and have

nots

Is this legitimate? Is it

worth spending extra

money on? Is it just a

ploy?

End justifies cost. No

doubts

What do we need to keep

in mind?

not something people

seek out

Nice to have and not a

need

Makes you feel good

Where is our audience online, friends and family referred by fashionable

or socially conscious

friends,

our fans. they buy into

the mission

Marketing Mix (3 month plan)

• Content around “sock drop”

• Paid (0), Owned (accounts, website),

Earned (shares, “how sexy are your

socks”)

• Email marketing

• Social media (Facebook, Twitter)

Email Marketing

Pre-launch:

• Track Progress

• Ask for feedback

• “Sneak Peak”

Post- Launch

• Bi weekly email

• Sock Design Voting

• “How sexy are your socks”

• Segmented between younger

(buyers) and older (buy for

someone)

• Also segment and stress

social mission for those more

interested

Facebook, Twitter Instagram

• Facebook: Showcase content,

want likes, ideally build up to ads

when products launch. Drive

engagement in contests and polls

• Twitter: Follow social enterprise,

Cape town charities, organizations

with social missions & retweet to

raise awareness. Use as a Q&A

board with customers. Advertise

based on interest

• Instagram: Branding exercise

Activation & Retention Plan

Acquire Sign up for newsletter, word of

mouth, sharing on Facebook

Activate Buy a pair when launched

Retention Buy second pair, or subscription

Referral Share sexy socks on Facebook,

Instagram, spread message of sock

drop

Marketing Mix (1 year plan)

• Banner Ads

• Retargeting

• Affiliate Relationships with social enterprise, shoe companies, charities

• Content around social enterprise SA

• Content around hardships and solutions in townships

• Township success stories

• Hire someone for SEO

£100,000 to spend..

• Spend money on Facebook ads (60%), twitter campaigns

(10%), and affiliate relationships (30%)

• Hire SEO guidance

• Move to subscription model