Celebrating what Fisher & Paykel were really exporters of - brilliantly innovative New Zealand ideas excited us. It was easily provable and something that Kiwis needed reminding of.In true Kiwi style however, admitting that we still hadn’t resolved a problem that existed in every household was something we knew would resonate. We decided to admit the missing sock phenomenon was our fault - apologise and offer everyone who’d lost a sock, a free pair on us. All they had to do was upload a photo of their missing sock and we sent them a voucher for a free pair of F&P socks, redeemable in store wherever Fisher & Paykel was sold.

73% of New Zealanders recalled seeing the Lost Socks campaign.58,320 New Zealanders actively engaged with the campaign, signing up to receive a replacement lost sock.Admiration for the Fisher & Paykel brand was almost twice as high for the 73% of New Zealand who recalled the campaign.Unprompted, Fisher & Paykel is now the most admired brand in New Zealand, a lead taken from Watties since before the campaign ran.28% of New Zealanders not only felt that the messages were relevant to them but also felt motivated to purchase a Fisher & Paykel appliance.