Skinny Pop

skinnypop

SkinnyPop teamed up with Popskull to stand out in a crowded snack aisle.

In early 2013, SkinnyPop Popcorn reached out to Popskull to help them with their social media. It was so easy to love the product but it was a huge challenge to strategize how to differentiate it against a huge influx of better-for-you competitors, private label knockoffs, and the entrenched billion-dollar snack aisle brands. 

By the end of 2014, SkinnyPop was the fastest growing brand of scale in the ready-to-eat popcorn category and had sold a majority stake in the company to TA Associates for $320 million. 

Brand Strategy
Content Strategy & Execution
Social Media Management
Website Redesign
Experiential Design
Sales Collateral
Influencer Management

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the results don’t lie.

85

Million Impressions

45%

Average Instagram Engagement Rate

11.2x

Direct Impact of Social Media Efforts On Sales

After a thorough dive into SkinnyPop’s target market and competitors, Popskull uncovered the Common Ground between the product and the people: Simple Goodness. We charged forward, creating original content that aligned with this messaging to engage with those very people who don’t leave the grocery store without a bag (or two). SkinnyPop was more than a bag of popcorn you couldn’t put down, it was a snacking experience full of colorful personality that we captured through lifestyle content on Instagram, Facebook and Twitter (now known as “X”).

We reached these consumers through paid content, but our organic reach was even more impressive, breaking industry benchmarks and surpassing the competition. Additionally, Popskull refreshed SkinnyPop’s website with clean, simple design to optimize sales, helped them leverage their PR partners and even got them verified on Twitter, which was only reserved for significantly bigger brands and celebrities. Over the course of our popcorn-filled partnership with SkinnyPop, we transformed a better-for-you snack into a household name.

Group

A clean-eating snack needs a look, tone, and feel that’s just as clean—which is exactly what we did for Skinnypop’s website.

Bright white backgrounds. Intuitive integrations. Easy-to-read type. Our designers created an online experience that reflected one of SkinnyPop’s core values: to satisfy the senses by keeping snacking simple.

Esclaon Sheeters

Leading the charge, our social media work represented the vast majority of the brand’s consumer-facing advertising and established a new benchmark for better-for-you foods. New passionate popcorn consumers were captured with each new market and product launch.

Our impact was verified in 2017 by market researchers, The Hartman Group. In their deep dive, Hartman evaluated SkinnyPop’s total (organic) $ sales in the Conventional (xAOC) channel during this period and “found that there was a direct lift on SkinnyPop sales (between 2 and 11.2x), with strong correlation to the advertising spend.”

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We have been very impressed by Popskull’s ability to learn and speak to our company’s message. Our social media voice is very important to us and they have really adhered to our personality. We also love their turnaround speed. They have done a fantastic job.

 – Pamela Netzky, Co-Founder of SkinnyPop Popcorn

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