
power plate
In late 2019, Power Plate faced multiple challenges: despite their popularity among athletes and celebrities, they were virtually unknown to everyday consumers.
Competing against well-funded newcomers, like Hyperice, they struggled to communicate the unique benefits of their platform compared to traditional fitness equipment like bikes and treadmills. Worst yet, a major pandemic that would flatten gym attendance was right around the corner.
Campaign Design
Social Media Management (organic and paid)
Google Ads
Experiential Design
Influencer Management
Website Design and Conversion Optimization
Email Marketing
Photography
Videography

the results don’t lie.
4x
Increase in Impressions in One Year
15x
Increase in Engagements in One Year
30x
Increase in Link Clicks in One Year

Without firsthand experience, people struggled to grasp how Power Plate’s vibration platforms could provide health benefits compared to more familiar equipment like bikes, rowers, and treadmills.
So Popskull developed the “vibrance” effect that clearly communicated the power that comes from interacting with a Power Plate machine. We also developed a string of videos launching their handheld vibration products. The work received unprecedented acclaim and adoption across Power Plate’s global distributors.

Power Plate then invited Popskull to dive into their social media and Google work across the U.S. and U.K. markets. We revamped their creative, audiences, and campaign structures while providing email and website strategy to internal teams.
In the first year, U.S. social media engagement increased by 60%, and U.K. engagements skyrocketed by 864%.

As COVID-19 hit, we rapidly pivoted Power Plate’s messaging to focus on at-home fitness while shifting their entire business from 80% wholesale to 100% DTC. This consisted of developing consumer-facing social content, including live workouts with Master Trainers. This shift addressed key consumer questions about how to use the product and its benefits, building a library of exercises that enhanced brand messaging and engagement.
Despite the ongoing pandemic, our efforts continued to drive growth. U.S. social media engagements jumped 222%, while U.K. link clicks rose by 345%. We adjusted strategies to maintain momentum, proving the resilience and adaptability of Power Plate’s digital presence during uncertain times.

We resumed paid ads, launched a new branding exercise, and achieved the best Black Friday sales in Power Plate’s history. The influx of traffic even crashed a landing page. U.S. link clicks surged 237%, and U.K. engagements increased by 90%.
With a strong digital foundation in place, Power Plate was poised for continued growth into 2021, ready to tackle the competitive at-home and gym fitness markets. Popskull continued our work, including developing a series of golf demonstrations and new product launch videos.
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