Shark Ninja
An Endless Virtual Side Feast
An infomercial brand stepping into influencer marketing. We handed the holiday season to the Ninja Foodies.
- 13.2Mimpressions
- 1.2M+video views
- 800posts from 200 unpaid influencers
The challenge
A leading kitchen and home appliance company with predominantly infomercial-driven advertising wanted to take big steps into influencer marketing — a full-scale campaign across seven product lines, before the holiday season.
What we did
We built an influencer campaign powered by new-class UGC: an endless virtual side feast of native social content aimed at Ninja Foodies, converting on the channels and from the advocates the brand's most valuable consumers already trust.
The consequence
Paid influencers seeded the campaign and earned fans carried it far past them, with hundreds of unpaid posts stacking on top of the paid program.
Scored on the
consequential triangle.
- Talkability
- 200 unpaid influencers posting is the definition of repeatable.
- Defensibility
- A genuine fan community is not purchasable media.
- Indispensability
- The product became part of how people cook, not what they own.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.