Dallas entrepreneur, Branden Roark, left a successful career as a financial analyst to pursue his passion—to create a line of designer socks for fashion-forward men who wanted to put their best foot forward, both in and out of professional environments.

And that’s just what he did. Roark launched KNOCKSsocks, a line of Italian-made designer socks that combined classic features with bold, colorful patterns. The only thing he lacked was a proactive PR campaign, and he chose Burns360 to make it happen.

Our strategy was to launch a multi-platform campaign that focused on the unique design of the socks themselves. First, we leveraged our local media contacts to arrange an appearance on Dallas’s top-rated morning talk show, WFAA’s “Good Morning Texas”.

Roark’s time in the spotlight didn’t stop there. Favorable press coverage, combined with a link to the Good Morning Texas segment, proved to be the perfect fodder for an aggressive social media blitz. Through targeted Facebook, LinkedIn and Twitter posts featuring product photos and the TV segment, Burns360 amplified his initial marketing impact.

The results knocked Roark’s own socks off. KNOCKSsocks saw its reach on Facebook climb by nearly 9,000 the week of his TV interview, an increase of close to 450,000%. The amount of “people engaged” was equally staggering, as Facebook posts caught the attention of almost 700 people, an increase of nearly 70,000% from the week before.

Of course, social media statistics are only numbers if products aren’t flying off the shelves. KNOCKSsocks sold more product in a one-month period than it had sold over the entire twelve months preceding the campaign. Social media didn’t just amplify coverage. Combined with the right strategy, it amplified sales.