How Aligned Growth Helped PopSockets Reclaim Social Relevance in 2024

The Challenge

PopSockets invented the original phone grip—an iconic accessory that quickly became a must-have. Over the years, the brand has evolved significantly. Not only has PopSockets refreshed its aesthetic to appeal to the Gen Z audience with trendy styles and pop culture-driven designs, but the product itself has also undergone a major upgrade.

What was once a sticky grip that had to be peeled off and discarded is now a sleek, magnetic grip that effortlessly snaps on and off devices. However, despite these advancements, much of the market remained unaware of PopSockets’ transformation and the everyday convenience the new design offers. The challenge? Rebuilding PopSockets’ relevance on social media and reintroducing its magic to both new and existing audiences.

The Solution

To help PopSockets regain its edge, Aligned Growth launched a multi-layered influencer marketing strategy designed to achieve two key goals: introduce Gen Z to PopSockets for the first time and re-engage customers who once loved the brand.

We implemented a mix of awareness building and content-generating tactics:

• Mass Influencer Seeding: By getting PopSockets into the hands of content creators everywhere, we increased general brand awareness organically.
• Paid Campaigns: Paid campaigns allowed us to put out tailored content that would educate viewers on the magic of this little magnetic phone and tablet grip.

The Results

The numbers speak for themselves. In 2024, Aligned Growth helped PopSockets achieve:

• 20 million impressions from both gifted and sponsored influencer content—representing over 300% YoY growth from influencer content.
• 1.8k influencer posts that blended education, entertainment, and style, leading to a massive resurgence in brand engagement.
• 627 creators activated across multiple platforms.
• 20+ campaigns designed to reach diverse audiences and showcase the breadth of PopSockets collections.

Standout Content Highlights

Some of the most impactful content came from creators who found unique ways to showcase the product’s versatility:

• Natalie Bright’s viral ‘iPhone finger’ video humorously demonstrated how PopSockets prevent uncomfortable phone gripping.

• Juniper Shrub positioned PopSockets as a fashion statement, proving that functionality and style go hand in hand.
• Quori Tyler highlighted the suite of PopSockets products beyond just phone grips, showcasing diverse use cases.

• Hanna Noelle introduced PopSockets to her BookTok community, making it a Kindle essential for avid readers.

Final Takeaway

Through strategic influencer partnerships and a compelling content mix, Aligned Growth helped PopSockets revitalize its presence on social media. By tapping into both nostalgia and innovation, we helped bridge the gap between past and future audiences—proving that PopSockets isn’t just back, but better than ever.

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