Sockwell

Sockwell and QuickFrame Leaned Into Humor to Tell a Relatable Story About Their Products

Sockwell used QuickFrame to connect with a Maker who could produce purpose-built creative that was fun, and effective, at reaching their goals.

The Goal

Sockwell came to QuickFrame through a referral from MNTN with three goals: they wanted to tell an authentic and relatable story, reduce production spend, and address misconceptions about compression socks. They wanted the creative to show their products in various use cases targeted to different audience segments and illustrate how people wear their socks across all aspects of their life.


The Approach

With these goals in mind, QuickFrame connected Sockwell with boutique studio Verken, who managed all aspects of creative production for this campaign. 

Troy Spoelma, the QuickFrame Maker and owner of Verken, said, “Meeting [the Sockwell team] before I created and pitched different concepts was super helpful so I could learn what they thought was most important about their products and how they would like to translate those ideas.” 

Spoelma also mentioned how humor played into their ideas for production. “I spent a lot of time watching comedic commercials, both old and new, trying to pick apart what made them funny and how they delivered the information about the product, but still in an easily digestible way. This involved creating recognizable characters, writing drafts of dialogue that were simple yet said a lot, and scripting jokes that were just cheeky enough to get a chuckle here and there.” 

The research into comedic ads is clear throughout the creative. Set in a news-style studio, the words Sock Talk appear on the wall as a news anchor introduces himself from behind a desk and lets the audience know the mission of his show: to find the world’s best socks.

At one point, viewers see a medical professional who wears compression socks because she’s on her feet all day. While she’s introducing her situation, the camera briefly cuts back to the news anchor, who is cleaning his glasses and seemingly not paying attention. When we pan back to the medical professional, she mentions how the socks provide support, and it appears she’s caught his attention. He’s holding a mug with “Mom’s second favorite child” written on it and announces he could use some extra support.

(Does Sockwell also provide emotional support? TBD.)


The Results

At the end of the project, Sockwell received 13 assets to use across Connected TV, social media, and other platforms.

By working with QuickFrame, they were able to reduce their video marketing expenses and focus more of that budget on getting the content in front of audiences. On YouTube alone, they’ve received over 200,000 views on three videos from this campaign. 

The production team clearly kept Sockwell’s goals and objectives in mind throughout the creative process. By including different scenarios in the ads, they’ve captured the attention of people who have maybe never known compression socks could benefit them.


The QuickFrame team was able to help us find a cost-effective production solution that freed up additional funds to utilize in our marketing activations (such as airing this content on MNTN). Because of this, we were able to ideate, develop, and produce a video series to generate brand awareness and preempt a fantastic holiday selling season. The QF team and the studio we were paired with worked wonderfully with the Sockwell team and helped us create a content series that relays our unique product differentiators in a very relatable and timely set of 15- and 30-second videos. The Sockwell team is thrilled with the end results! ”

Justin Hawkins,

Head of Marketing, Sockwell

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Total Assets Produced

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Views on YouTube

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