POPSOCKETS x TIKTOK
CREATIVE DIRECTOR + CONTENT STRATEGIST
PopSockets
PopSockets is a renowned company that specializes in innovative phone grip and stand accessories. Their flagship product, the PopSocket, provides a secure grip and convenient stand for smartphones. Catering to a diverse customer base, PopSockets serves individuals of all ages seeking enhanced functionality and personalization for their mobile devices. With a commitment to quality and creative designs, PopSockets continues to be a leader in the mobile accessories market, delighting customers worldwide.
“Denver & his team have been such a delight to work with. His team was met with the difficult challenge of waking up our TikTok from hibernation after almost 2 years of sleep.
Not only did they bring life to our channel, but they brought +75k new fans along for the ride. In only three months. Denver does way more than create content for us.
He shows up strategically, aligning with our campaigns, values, and brand pillars, pivoting when necessary to keep up with the ever-changing landscape of social.
Denver & his team go the extra mile, coming to us with proactive opportunities to connect with, celebrate, and engage our followers.”
Alexis Lynn Ellis - Creative Director at PopSockets
VIRAL VIDEOS
PROBLEM:
PopSockets’ TikTok page was dormant for 2 years. The team was faced with the challenge of reviving its brand presence and engaging Gen Z audiences on TikTok. Previous attempts had failed to capture the platform's essence, leading to a stale brand image and declining sales.
Bridging the gap between an established brand often seen as ‘Millennial’, and the youth-driven culture of TikTok posed a creative hurdle. The objective was to reinvigorate PopSockets' appeal, resonate with younger consumers, and differentiate from other phone grip & accessories competitors in a highly saturated market.
SOLUTION:
Through a comprehensive approach encompassing community management, content ideation, and strategic content development, we successfully repositioned PopSockets on TikTok. Our team implemented proprietary performance tracking and organic boosting algorithms to optimize content reach and engagement. We hired and managed two talented Content Creators who became the faces of the PopSockets brand on TikTok.
Over the course of three months, we produced a diverse library of over 200 captivating TikToks that seamlessly blended PopSockets' brand identity with the dynamic TikTok culture. The campaign's success extended beyond social media, generating over 11,000 website leads directly from TikTok, showcasing the effective integration of the platform into PopSockets' overall marketing strategy.
OUR INSANE GOAL: Gain 70k New Followers in 3 Months
Our content strategy for the PopSockets TikTok campaign was carefully planned to achieve success and create viral videos on a weekly basis. Our insane goal of surpassing 250K total TikTok Followers in under 3 months was an extreme challenge. The PopSockets page had been dormant for nearly 2 years. The 180k followers they did have were as equally dormant. From a Creative & Strategy Standpoint we treated the page as if it was brand new.
We needed to quickly revitalize the page with a vast amount of content.
Additionally we needed to average at least 5,850 New Followers each week to reach 70k New Followers.
Meaning not only did the content need to have viral potential nearly guaranteed, it needed to convert into New Followers leading to an increase in visibility & sales.
Each Video became a calculated game of risk, reward, and social awareness. The perfect mixture - a viral hit.
In hindsight we’re we a bit overly confident? Maybe. (absolutely)
However we wouldn’t let that stop us. In fact the challenge forced us to innovate resulting in my team achieving our goal a week early.
Here’s How We Did It. :)
CONTENT STRATEGY
Our content strategy for the PopSockets TikTok campaign was carefully planned to achieve success and create viral videos on a weekly basis. Our insane goal of 70k New Followers in under 3 months was an extreme challenge. In hindsight we’re we a bit overly confident? Maybe. However we wouldn’t let that stop us.
Here’s How we did It.
We paid close attention to the smallest details, ensuring that each TikTok video resonated with the culture of the platform while staying true to the identity of PopSockets. Through thorough research, we identified popular trends, challenges, and TikTok formats that appealed to our target audience.
Our creative team used their expertise to develop a variety of content ideas that showcased the versatility and usefulness of PopSockets products in fun and engaging ways. We focused on creating visually appealing videos with interesting stories and smooth transitions to capture the attention of viewers and increase the chances of going viral.
Every week, we carefully analyzed the performance of our videos and listened to feedback from users, allowing us to adjust our content strategy to match current trends and audience preferences. By consistently delivering high-quality and shareable content, we successfully gained traction, reaching a wider audience and building a dedicated following for PopSockets on TikTok.
3-MONTH LAUNCH STRATEGY
Our success was driven by the content we created in collaboration with talented creators from around the world. We carefully chose a diverse group of creators who brought their unique perspectives and creativity to the project. Together, we made captivating videos that showed how amazing Alexa is in ways that everyone could understand. Our content included fun demonstrations, creative challenges, and helpful tips, covering a wide range of topics.
CAMPAIGN OUTCOME
The PopSockets TikTok campaign achieved remarkable results, demonstrating the power of our strategic approach and creative execution. Over the course of three months, our content garnered over 11 million organic views, capturing the attention of a wide audience on TikTok. We surpassed our goal by rapidly gaining over 80,000 organic followers, with an impressive average engagement rate of over 10% and an average of 70,000 views per post.
The campaign's impact extended beyond social media, generating over 11,000 website leads directly from TikTok. This demonstrated the campaign's effectiveness in driving user interest and converting TikTok viewers into potential customers. With our content strategy of over 40 TikToks per month and our proprietary performance tracking and organic boosting algorithms, we achieved consistent viral videos and maintained a strong presence on the platform.
Our success in revitalizing the PopSockets brand on TikTok not only reversed the decline in sales but also reestablished PopSockets as a relevant and engaging choice among Gen Z audiences. By seamlessly blending the brand with TikTok culture, we bridged the gap between an established brand and the dynamic, youth-driven platform. The campaign's outstanding results showcased our ability to drive organic growth, engage audiences, and generate tangible business outcomes for our clients.
