Case Study: Popped.NYC

POPPED.NYC

Brand, content, and growth engine built in a restricted category — all organic, with IRL retail and events.

the computer screen website needs to say popped.nyc and have the bubble logo and a website of people enjoying their lives holding a jar of cream, the phone screen should look like email marketing with someone trying a dropper from a boston round bottle, the tablet you should be able to find images of popped.nyc on instagram or other places on the internet, including google way back machine

Context

POPPED.NYC launched as a culture-forward wellness brand. The build emphasized brand system, repeatable content, partnerships, and offline/community momentum.

  • Reusable brand system & voice
  • Site + content templates
  • Email/newsletter cadence
  • Partner/sponsor kit (earned media only)
  • Payments/commerce hooks & analytics basics

Positioning & Audience

Editorial-first voice with clear POV, designed to attract culture-focused consumers and collaborative partners while respecting platform policy lines.

  • Clear pillars & repeatable formats
  • Seasonal programming calendar
  • Partner inventory & outreach deck
  • Lead capture & welcome sequence

Strategy & Architecture

  • Brand & Voice: mark, type, tone; modular guidelines
  • Product & Content: article, feature, landing-page templates
  • Growth & Partnerships: collaboration slots; outreach deck

Revenue Paths

  • Sponsorship packages & branded features
  • Affiliate placements
  • Limited commerce drops
  • Event-driven revenue

Execution Highlights

  • Fast site with clean categories & reusable blocks
  • Hero/list/feature modules & campaign landers
  • Newsletter template + cadence; welcome series
  • Baseline analytics & content performance dashboard

Online Accomplishments

  • 100% organic social (Instagram-first; TikTok tests; YouTube Shorts)
  • Policy-aware experimentation across Meta/Google/TikTok
  • Google Business Profile cadence for near-store intent
  • Premium product proof ($100-class cream) and repeat purchases
stupidDOPE feature (screengrab)
stupidDOPE feature (earned)
@popped.nyc Instagram
@popped.nyc (organic social)
Yelp listing + reviews
Yelp reviews (UGC & social proof)
Podcast / directory mentions
Podcasts & directories (earned)

Press & Mentions

All organic. No paid placements.

stupidDOPE (multi-feature)

Open mic spotlights, 4/20 feature, community programming coverage.

Oaksterdam Doc (sponsor mention)

Listed as partner in press materials for American Pot Story.

NY Enforcement Coverage

Story quoting co-owner during 2022 crackdown—real context.

Thinking Outside The Bud (podcast)

Interview on brand building & wellness.

Bad Mommy Experience (podcast)

Founder interview for women’s wellness audience.

Cannabis Truth (Apple)

Guest appearance discussing CBD & community.

Happy Munkey: Munkey Sessions

Video interview feature.

Want this engine behind your brand?

Scope the right mix of brand, content, partnerships, and revenue without overbuilding.

Download POPPED.NYC Case Study (PDF)

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