challenger
This young breadware company started a global baking community during the height of the pandemic. Their next challenge to overcome? Activating that audience to become a household name and breaking through the sales records set during COVID.
They hired Popskull in August 2022 to do just that. Working with company owner, CMO, and in-house content creator, Popskull strategized, created, and managed social media content, paid ad strategies and executions, marketing emails, website conversion optimization work, Amazon store, and Google Ads.
Brand Strategy
Content Strategy & Execution
Social Media Management
Website Redesign
Public Relations
Amazon, Email & Newsletter Strategy
the results don’t lie.
32x
Increase in year-over-year social media engagements
20.4%
Grew revenue 11.5% in our first full year, and 20.4% cumulatively over the first two years of partnership.
Real bread. Real bakes. To advertise this cast iron pan effectively, our original photography and content had to be nothing short of upper crust.
Closely following trending bread topics across Challenger’s social media channels, our creative team captured the product in an array of moods and with plenty of bread-focused foods. From sandwich shots to breadscapes and everything in between, we used our content creation to show home bakers the professional results they could achieve through a single post.
Taking this brand to the next level required a simple visual recipe: honest, intuitive design.
Elevating a brand by playing with their existing look and feel is Popskull’s bread and butter. From sales collateral to landing pages, our designers visually communicated the Challenger difference with design choices that struck a balance between simplicity and boldness.
While the WordPress website was built for DTC, their site was in need of critical updates and conversion optimization. Popskull did a full backend update along with developing new landing page experiences that drove conversions to new heights, breaking the record sales attributed to the COVID surge of home baking activities.
Popskull strategized and opened Challenger’s Amazon presence. We delivered the Buy Box well ahead of expectations and a class-leading ROAS that captured sales despite heavy advertising from cheaper knockoffs and big brands, such as Le Crueset.
We created a series of tutorial videos to help home bakers feel more confident and get better results in the kitchen.
Elevating a brand by playing with their existing look and feel is Popskull’s bread and butter. From sales collateral to landing pages, our designers visually communicated the Challenger difference with design choices that struck a balance between simplicity and boldness.
We also created a range of social media content designed to inspire, educate, and connect with bakers in a more everyday, relatable way.
From recurring monthly series–like tips, tricks & techniques, myth vs. fact, and pizza recipes–to celebrating the monthly Community Kitchen winner, plus behind-the-scenes moments and finished bakes, this content makes it easy for people to learn something new, stay engaged, and feel part of a growing baking community.
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