Challenge
When the bulk sponsors walked away, it was time to think creatively. Building a strong base of direct supporters became a priority. In 2022, Creanza had one mission: to increase online presence and craft a story so compelling it would make people want to join the movement. Turning heads, winning hearts, and bringing more supporters into the fold - all in a way that felt authentic and inspiring.
Solution
Creanza kicked off an “always on” campaign - a nonstop, two-year mission to keep the momentum alive. We reached out to a well known Dutch face - Pierre Bokma - who gave the cause a human and relatable edge. We had to create long-term awareness and engagement that kept the message front and center, day in and day out. This is a campaign that never sleeps, always working to rally the crowd.
Results
Creanza built and executed a powerful multi-channel campaign—spanning retail, social, radio, PR, and digital touchpoints. The result: growing engagement, new supporters joining the cause, and Alzheimer’s staying in the spotlight day after day. A small step that inspired a big movement.
Alzheimers.
Every. Step. Counts.
For eight incredible years, the Alzheimer Socks campaign has been on a heartfelt mission: to turn something as simple as a pair of socks into a powerful symbol of hope. These aren't just socks - they're a way to stand in solidarity with those affected by Alzheimer's. Since 2022 Creanza has been part of this journey, jumping in with both feet, offering free support that's been nothing short of priceless.
Every pair of Alzheimer Socks purchased helps raise awareness and funds groundbreaking research to find treatments and, one day, we hope a cure. Every cent of the proceeds goes straight to the cause, fueling Team Alzheimer's fight for a future without this disease.
When you slip on these socks, you're not just adding a pop of style to your outfit - you're making a statement, taking action, and walking toward a world free of Alzheimer's. So, why not join the movement? Together, one step at a time, we will make a difference.
Case study
Alzheimers.
Every. Step. Counts.
The strategy
We reached out to Pierre Bokma, whose mother was battling with the disease and asked him to be a part of this noble cause.
Giving the campaign a recognizable face made it so much more relatable to the target audience.
Pierre brought the message to life in a way that was authentic and relatable, building trust with our target audience.
Objectives
Raise awareness about Alzheimer's
Boost sock sales to support research
Develop a database of potential supporters.
“Pierre Bokma humanized the cause. He gave the message a face, a personality, and a voice that people could connect with.
It’s not just about selling socks - it’s delivering a message that feels authentic and human.”
Alzheimers.
Every. Step. Counts.
Tools and media
How it worked
By purchasing a pair of specially designed socks, you helped the world take a step towards a future free of Alzheimer’s. Every cent collected goes directly to the cause and the money raised helps to fund research, hopefully leading to a cure in the future.
We encouraged people to take a walk with someone who has Alzheimer’s or another form of dementia. Why? Because walking increases blood flow to the brain, which boosts memory.
Tools and media
Partnered with Jumbo for in-store displays.
Created ads for Instagram and Facebook.
Sent out a newsletter to the current database.
Set up Google Analytics to track traffic.
Leveraged radio commercials aired on Qmusic and Jo
Public Relations pieces for media use including Vogue
Digital campaigns at NS stations - animation videos.
Petrol station promotions with displays at pump units.
Alzheimers.
Every. Step. Counts.
Results Count
Year 1 - 2022
In the first year we developed the Compass Socks. These symbolized the struggle of losing one’s mental compass. One sock features a complete compass, while the other shows a broken compass, representing the deterioration caused by Alzheimer’s.
During peak gifting times (for example Black Friday and Sinterklaas) we increased our reach and frequency with themed promotions.
Special Edition
While collecting data from our 2022 campaign, we made sure to be constantly top of mind, and developed special edition socks for the Nijmegen Four Days Marches.
We know that walking encourages better blood flow and brain health and that this may reduce the risk of Alzheimer’s.
Extra comfortable and specially designed for walkers, simply put them on, lace up your walking shoes, and let’s walk to fight Alzheimer’s!
Year 2 - 2023
Thanks to the success and awareness Pierre brought we partnered for a second year. A new film was produced and to add impact we used a song about Alzheimers.
The insight came from understanding the disease - the fact is that cracks appear in your memory, and this leads to you not even recognizing your own family - it is devastating. Your memory irreparably crumbles and your most cherished memories are lost. No memory is safe from dementia.
This powerful message is carried through our social media, radio commercials, digital out-of-home campaigns and Public Relations.
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