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
Although fidget toys are perceived as noisy distractions, they actually help kids focus on their passions..
And 53% of kids we spoke to craved the products that are actually 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 TikTok to blaze the trail for us and build a real community.
We kicked off with a grassroots seeding campaign, targeting TikTok 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 bite sized content series and influencer partnerships amplified PopPuck's social channels and unleashed authentic UGC content, leading to a 505% follower growth rate (MoM).
