DID 500+ MILLION PEOPLE READ THE NEWS ABOUT OUR NEW CEO? WHY FORBES LOVES STAR WARS SOCKS & HOW DID WE GET 17 MILLION VIEWS ON TIKTOK?

Another 8 weeks have passed in this somewhat new role of mine as the Head of Global Comms & PR at Happy Socks . If you didn't read my first 8 week recap you can find it here - I plan to do these recaps, mainly for myself and the progress. But if anyone else finds it interesting your welcome ;)

So what has happened. I would like to start off by saying it how it is; it's no easy times now, nowhere and not here either. What I mean with that is that the current global economy and the sad and horrific events happening and occupying the world media right now gives some challenge into staying focused and positive. Even here at the Happiest brand out there.

But we're trying and that is what one can do, right? The most beautiful part of working for a "happy" brand is the amount of creativity, color and bright mindset that lies into creating our type of product - a colourful - put a smile on your face - type of product. It's pretty amazing seeing all the colors in our HQ (even if it has for some reason made me wear more black then ever ??)

But the actual number one positive fact; the people.

The arrival of our new CEO Alexander Meyer did not go unnoticed - just looking through our monthly reports in the brand comms team I had to tripple check regarding the press release and the results;

the news had a media pick up of 514 Million?

What does that mean exactly? Let's get real about it (so this doesn't become the longest novel in the history of LinkedIn) here is a great article explaining the calculation and what it means.

So in other words NO, 500 Million people did not read the news, but it still hit an internal record for press features for corp comms - so we're pretty happy about it.

What else has happened, we've also reached new records in our Social team with my very first and new recruit Pedro Spisla our new Social Media Specialist - Our BTS content of the Star Wars collection campaign video has (today October 2023) reached 17 Million views (must be some sort of record from a swedish brand - hello Tik Tok ) GREAT job from our in house agency with Anna Snellman & Greg Jackson as creators. What is the secret sauce then? We're working on figuring it out, but for anyone working in Social and Comms - we are all aligned that the native approach meets a great performance team and understanding on where to invest in awareness and where to splurge on performance - is key. Massive shoutout to Jorge Montoya Piris ?? who has been the most supportive colleague since my arrival to this company.

Whilst we are at the topic of Star Wars - Forbes (maybe one of the pickiest titles out there) picked the Star Wars collection on their list for best gifts out there - we and a record breaking amount of people would agree.

Going from outer space to Berlin - Germany - our largest market.

We held our FW23 event in Berlin themed "Happy Socks Mushroom party" just in line with the FW23 collection; Happiness in Nature. We took over a legendary German club called Wilde Renate (to come closer to the culture & integrate with the community) There was a mushroom expert on site as was 100 ish community, profiles and media creating mushroom mandalas, dancing and eating (Vegan of course ;)

Other personal highlights;

Our socks were featured in the Wall Street Journal on the super model feet of Raquel Zimmerman, in a brand mix of Marni, Khaite, Mulberry and Courreges - eye candy.

We may or may not have sent requested socks to Emma Chamberlain (the it-iest it girl of the moment?) and maybe the biggest highlight of all we chatted with the lovely Malique Morris from Business of Fashion - on all things growth - gen z and brand refresh.

So what's up next; On Monday we are off to New York to:

1. Host our seasonal event with media, community and HS fam, in an immersive museum to have them fully experience the BIG and colourful world of HS.

2. Launch our next brand Collab (stay tuned)

3. Shoot parts of the very first social media campaign under my watch.

Let's chat in 8 weeks and see where we're at, thanks for tagging along.

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