I spent a few years as the Creative Director of PopSockets set on a mission to re-imagine the brand.
We produced 40+ campaigns, developed new products and had some incredible wins along the way. This is a taste of that journey.
BACKGROUND
After an initial viral success with college and high-school students, PopSockets’ main audience eventually became the parents of those kids: older Millennial Moms.
INSIGHT
The brand was made to empower creative expression. It’s a better way to use your phone, with fun designs to express yourself. It’s why they made more than just black and clear PopSockets.
PROBLEM
The brand focused on sustaining that audience and growing retail. Eventually, the younger kids stopped buying and retail took a hit from the pandemic - and so did the brand.
OPPORTUNITY
It was time to re-connect with the youthful audience who aligned with the brand at its core: Gen-Z Creative Expressionists.
We started with what we had and built campaigns that brought those products to life. Transforming evergreen collections into inspired weekly campaign stories. Re-introducing some of the best selling products to a Gen-Z audience. We even built out a massive refreshed evergreen library of assets for all of our cross-functional partners and teams to use that better reflected the evolving brand.
”FLORAL ENAMELS”
Turning basics into premium with elevated imagery.
”SKYZONE”
Taking under-performing products from ick to kitsch.
The vision was to be more than a product, more than a mobile accessory, to become a fashion accessory. In the same way that purses and sunglasses have a function but you wear them because you like how it looks - PopSockets could be that. But to become a true accessory we needed to act like it. Campaigns that inspired, limited edition drops, and products that lived up to the vision.
“HEIRLOOMS”
Making a statement with jewelry inspired designs.
“BUBBLY”
PopSockets first ever limited drop.
FIRST LIMITED DROP : SOLD OUT IN 48 HOURS
Looking to make a big splash and truly cement PopSockets as a fashion accessory, we created our most high-end grips to date. A new product line called Dimensionals. Launched in partnership with trailblazing gen-z pop-star Glaive in limited quantities.
Two bold new products, styled two unique ways.
The campaign revealed the dimensionality of the brand, the products and Glaive — all for the first time.
BREAKING PERCEPTIONS WITH A BIG SWING
Dimensionals was a big swing at shaking what people expect from PopSockets. The campaign aimed to make waves in culture, plunging the brand head first into the fashion and hype world. We wanted to get people talking and re-ignite curiosity in the brand.
Seasonal Drops
—
HOLIDAY
JOIN THE DARK SIDE
VALENTINE’S DAY
HEART OF GOLD
MAY THE 4TH
MILLENIUM FALCON
To continue to reach new audiences we created some of our best products and campaigns for our collaborations. Re-imagining classic franchises like Harry Potter and Pokemon through the creative lens of our evolving brand.
POKEMON
DISNEY AFTER DARK
PARIS SAINT GERMAIN
HARRY POTTER “YEAR ONE”
HARRY POTTER “RETURN TO HOGWARTS”
COCA-COLA CLASSIC
COCA-COLA “1971”
THE RIGHT PARTNERSHIPS FOR
THE RIGHT PRODUCTS
CREATOR COLLABS
We partnered with creators throughout the year to build awareness not only of the brand but of the different product lines themselves. Choosing the right partners who would take each of our product lines and get them in front of the right audience.
LOW
GRAPHICSMEDIUM
ENAMELSHIGH
DIMENSIONALS
OGBFF / GRAPHICS
MXMTOON / ENAMELS
IANN DIOR / DIMENSIONALS
PopSockets knew that if they were truly going to win with Gen-Z they needed to evolve not just the brand, but the product. Innovating on success and staying up to date with the evolving mobile landscape.
NEW MAGSAFE ATTACHMENTS
MagSafe Wallets, Grips & Chargers
NEW MATERIALS
Developing An Alternative To Plastic
After over a year of R&D the team was able to develop an alternative. A new plant-based polymer made with corn, beans and canola. PlantCore.
Replacing all of the virgin plastic in PopSockets products by the year 2025.
THE FULL PACKAGE : NEW CASES
Putting it all together with MagSafe cases - made with PlantCore
After building the global brand we then aimed to expand further into Asia. Producing local campaigns and products as we developed the version of the brand that resonated in China, Korea, and Japan. I had the privilege of spending 3 months on the ground to work with the teams directly and together we honed in on who the PopSockets brand in the east was. Focusing on China to start with their first major brand campaign.
