The band have played over 100 shows across the UK including countless festivals such as Glastonbury, Camp Bestival, Gloworm, Big Feastival, Shambala, Larmer Tree, Standon Calling and Victorious and have recently been signed to Sony Music’s new kids and family entertainment label, Magic Star.
Every year Andy and the Odd Socks campaign for the UK’s annual Anti-Bullying Week with Odd Socks Day. Odd Socks Day is a national event, run by the Anti-Bullying Alliance, which encourages people to celebrate what makes us all unique and highlight the issue of bullying in a fun way.
The brief
To focus on building the Andy and the Odd Socks brand throughout Odd Socks Day and implement a strategy to expand Odd Socks Day from school into home life, promoting a message where Andy and the Odd Socks are increasingly making it their mission to raise awareness of anti-bullying amongst primary school aged children through music and unity.
Our response:
We created fun media packs to showcase what Odd Socks Day is all about. These included odd socks, gifted from building on contra deals with the Odd Socks Co and Happy Socks. We also added sock shaped cookies and branded Andy and the Odd Socks coffee mugs. We secured visits to meet with press who cover educational, charitable and celebrity stories where we discussed the campaign and showcased the Andy and the Odd Socks song for Odd Socks Day, ‘Change’.
We secured media interviews with Andy Day across national and broadcast media, including the Daily Express, Daily Star and Talk Radio, where we gifted Eamonn Holmes his own pair of odd socks and secured the song being played live on radio.
We partnered with celebrities and influencers in supporting the day. This involved posting a picture in odd socks and using all of the relevant social handles. We secured amazing support from Keith Lemon, Fearne Cotton, Ronnie Wood, Elbow, Gaby Roslin, Rosie McClelland, The Saccone-Joly Family and Jayde Jenson Rocco.
Through a partnership with Fun Kids Radio, we worked with the team in playing Change on drivetime radio across the few days leading up to Odd Socks Day, as well as completing a filmed interview with Andy Day airing on radio and through website and social channels.
Finally, we utilised our extensive contacts to partner with brands in supporting Odd Socks Day, this included The Entertainer, Victorious Festival, and Bestival.
56% of schools in England took part in Odd Socks Day; over 13,400 schools and a total of 5.3 million pupils and teachers. This number increased from 41% of UK schools in 2018.
We achieved additional coverage in CBBC Newsround, Evening Standard, The Metro, Kids Alive, Radio X, Absolute Radio and more.
On the day, the hashtag Odd Socks Day trended on Twitter, with companies including National Rail, Leicester City organically tweeting about Odd Socks Day.
We are now working with Andy and the Odd Socks throughout 2020 on a number of exciting projects, such as their 2020 tour, new album release and even their own TV show on CBBC!
