Case Study · Popsockets
PopSockets
CASE STUDY / POPSOCKETS
The Engagement
What 5W did for Popsockets.
PopSockets, founded by a philosophy professor, created the expandable phone grip category - sockets that POP. Like many innovators, PopSockets faced two threats: losing relevance with a fickle Gen Z audience, and a market flooded with cheap knockoffs. 5W was tasked with developing trend-right positioning that would have an immediate impact and could extend into the future.
PopSockets had been working on a plant-based product for several years, but it had not yet been an earned media priority. 5W reframed the opportunity. Recognizing that Gen Z and Millennials were focused on sustainably-made products - accountability is the new fashion - 5W leveraged the new plant-based products to deliver fresh energy and a radical repositioning. Headlined "The Future is Plant-Based," this was a fully integrated launch for PopSockets' PlantCore(tm) grips and cases, anchored to the milestone of PopSockets becoming a Climate Neutral Certified Company. Extending the program to the wellness benefits of plants, PopSockets partnered with Partnership for a Healthier America to provide up to one million servings of fresh fruits and vegetables for families in need. The campaign was built with influencer power in mind, and the team reached out to high-profile social leaders to amplify the story. Simultaneously, products were pre-seeded at major broadcast, print, and digital outlets to secure broad coverage.
STRATEGY
RESULTS
- 4.5M+ media impressions in less than two months
- Coverage in USA Today, CBS News, BuzzFeed, Digiday, CNET, The Spruce, Reviewed, Martha Stewart Living, Men's Health, Business Insider, and more
- Volume of attention far exceeding any prior PopSockets earned media coverage, including launch period
- Successful repositioning of PopSockets as a sustainability leader
FAQ
What is sustainability PR—
Sustainability PR positions brands around verifiable environmental commitments - such as Climate Neutral Certification, plant-based product lines, or measurable carbon reductions - and earns media attention through real action rather than messaging alone.
How does Gen Z respond to brand sustainability—
Gen Z and Millennial consumers prioritize accountability over aesthetics. Brands that combine product innovation (plant-based materials), independent certification (Climate Neutral), and community impact (food access partnerships) earn cultural credibility from these audiences.
How does 5W support consumer accessories brands—
5W builds repositioning campaigns combining sustainability storytelling, influencer activation, and tier-one consumer media - designed to refresh brands at risk of cultural irrelevance.
What outlets cover sustainable consumer brands—
Top outlets include USA Today, CBS News, BuzzFeed, Digiday, CNET, The Spruce, Reviewed, Martha Stewart Living, Men's Health, Business Insider, and dedicated sustainability press at major publications.
What is a Climate Neutral Certified Company—
Climate Neutral Certified is an independent certification that verifies a company has measured its full carbon footprint, offset 100% of emissions, and committed to ongoing reductions. PopSockets earned this certification as part of its repositioning.