PopPuck Launch
The ask:
PopSockets needed to launch their brand new line of fidget toys, PopPuck.
They came to us to position it as the go-to playground trend, cultivating a new audience of fans to
popularise it across the US, creating a sense of FOMO amongst teens.
Insight
Fidget toys have a reputation as noisy distractions. In reality, they help kids lock in and focus on what they love.
And the proof was clear: 53% of kids we spoke to craved exactly the kind of product that gets confiscated at school.
This wasn't one for the moms.
Strategy
During the process, we interviewed visionaries from marginalised subcultures and handpicked opinion leaders from the coolest corners of the internet to blaze the trail for us and build a real community.
We kicked off with a grassroots seeding campaign, targeting creators in street art, music, and skateboarding subcultures, with a genuine love for the product and appreciation for the craft of Puck (with the added bonus of a PR merch package).
Channel management, a bitesized content series and influencer partnerships amplified PopPuck's social channels and unleashed authentic UGC content, leading to a 505% follower growth rate (MoM).
