A three-pronged, laser-targeted campaign designed to turn true Star Wars fans into passionate Stance shoppers:

1. Shop With The Force – an innovative, e-commerce experience that lets users shop for socks like a true Jedi master, browsing and buying with the wave of a hand.

2. Sock Wars – Instagram posts that recreate iconic scenes from the original Star Wars trilogy using Stance socks.

3. Hologram Invite – the world’s first hologram invitation enticed 20 influencers to visit the site and wear Stance socks to an exclusive Star Wars launch party.

Every piece of highly-shareable creative drives fans to the Stance e-commerce site to purchase their own pair of Star Wars history.

Shop With The Force turns the tired product carousel into a fanboy dream come true. This first-of-its-kind, e-commerce experience combines complex motion-tracking software with a seamless webcam interface that empowers visitors to shop, spin and buy Stance using only hand gestures as they relive sock-themed scenes from the original trilogy. Intuitive UX makes shopping easy to learn, magical to control and exciting to master.

Stance posted the best Sock Wars scenes on Instagram where followers accused us of using CGI to recreate the films so precisely. 15-second, making-of posts proved otherwise, earning even more likes and shares.

The hologram invite, inspired by Leia’s message to Obi Wan, uses a hacked iPad and innovative screen attachment to project a real hologram message that asks Star Wars influencers to wear their Stance sock allegiance (light side or dark side) for entry into an exclusive, red carpet event.

The Stance Star Wars campaign unleashed Empire-sized social buzz:

- Users spent an average of 3-minutes on Shop With The Force.

- Activations earned a social reach of 3.4 million.

- Hologram unboxing videos went viral with 750,000+ views.

- Stance became a #2 trending topic on Twitter.

- The site beat sales projections by 300%.

- Stance had its highest single sales day ever.

Not bad for a rebel sock brand with zero paid media.

Behave like the rebellion. With Death-Star-sized brands like Walmart and Target outspending us, our strategy was to attack like rebels with proton-torpedo precision.

All creative had to be smarter, more efficient and more authentic to the Star Wars universe than any other co-marketing brand.

We targeted Star Wars influencers and superfans to ensure Stance earned reach beyond spend with content and activations designed to be shared and talked about.

Stance, an indie sock brand, wanted to launch limited-edition, Star Wars socks on an even more limited budget, at the height of the new movie’s marketing hype, all while big box retailers were launching their own co-branded sock lines.