X2Power is a premium battery brand that primarily offers lithium marine and AGM batteries designed for people with enthusiast lifestyles. Exclusively sold by Batteries Plus, X2Power was initially just an apathetic product offered in-store, lacking any distinct branding, social media presence, or influencer and sponsorship partnerships.
However, this changed when X2Power began working with Gunpowder – turning the product into a brand with a meaningful identity within the outdoor lifestyle and enthusiast category.
While X2Power had high-quality products, it lacked the identity and consumer engagement needed to resonate with this target audience. The challenge was to elevate X2Power from being just a product on the shelf to a brand that connected with its consumers on a deeper level. With the lithium battery market becoming saturated, X2Power needed to stand out from its competitors and create a lasting brand presence. The goal was not only to differentiate the brand but also to create customer loyalty that would last a lifetime.
The Gunpowder team adopted a strategy of "Win the boat, get the rest." By focusing on boat owners — a key enthusiast demographic. X2Power could tap into this community and build loyalty for not only marine batteries but also batteries for vehicles and other equipment. This led to the development of the brand’s new campaign, Demand It, reflecting the high expectations enthusiasts have for their equipment and the reliability X2Power delivers. To bring X2Power’s new Demand It campaign to life, Gunpowder developed a mix of new branding assets, including logos, animated visuals, a new brand book, and a brand anthem. Gunpowder organized multiple content shoots per year, producing high-quality digital ads, and engaging social media content on a limited budget.
We leveraged our industry connections to assemble a pro staff of influencers and professionals who instantly became the face of the brand. Gunpowder created dedicated social channels for X2Power on Facebook, Instagram, YouTube, and TikTok. We were the ones behind the screen – posting, commenting, and leading strategy. Our social strategy for X2Power leaned on the following:
Cultivate an environment where followers can engage with each other and the brand
Be active. Gunpowder made it a priority to appear on the top of other relevant social media pages’ comment sections like popular influencers and big tournament trails.
Deliver a high-quality content mix that interests the follower-base:
YouTube Videos that showed off our pro staff’s personalities
Coverage of top fishing tournaments
FAQs about battery prep and management
Like influencers, relationships with industry media are just as crucial. The bread and butter of what we do is media relations. The team prides themselves on their established reputation within the outdoor industry media. By leveraging their already existing relationships, Gunpowder was able to secure top of the line coverage for the emerging X2Power brand.
Gunpowder was able to establish X2Power as the premier battery option for lifestyle enthusiasts – primarily those in the fishing space. On behalf of our strategic planning, and our relationships with key influencers and media members, X2Power was able to cultivate a highly engaged audience in the industry and on social media.
