Creative Media Partnership Drives Consumer Engagement

Our longtime client Shark Ninja set out to disrupt yet another home appliance category with the launch of Ninja Coffee Bar, taking on well-established coffee maker brands such as Keurig, KitchenAid, and De’Longhi. The Ninja Coffee Bar product launch needed to break through the noise, build trust, and align with an engaged audience willing to try a new product. To do so, the advertising strategy entailed viewing coffee as more than a beverage, but as a passion. A year later we sought a way to perk up even more consumer interest after the successful launch period.

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Radio Stations

Approach

Expand Reach While Building Brand Equity

A media strategy as disruptive as the product itself was essential. Marketsmith media planners turned to something else consumers are deeply passionate about: music. Through an exclusive partnership with Westwood One Backstage Live Events, the Ninja Coffee Bar was placed literally in the center of the spotlight by aligning with the GRAMMYs®. Ninja Coffee Bar baristas served drinks backstage to the celebrities, bringing high awareness through media coverage and backstage pics on social channels. Over 300 radio stations promoted the partnership, offering fans a chance to win a trip to the GRAMMYs… and maybe even sip some espresso with the stars!

Results

Impressions Lead to E-commerce Traffic

If there were a GRAMMY for most impressions, the Ninja Coffee Bar would have taken home the trophy. The promotional radio spots gained over 25 million impressions and the streaming video spots were watched over 3.2 million times, driving a 10% increase in visits to Shark Ninja’s e-commerce site. But perhaps the biggest plus was the number of celebrities seen enjoying Ninja Coffee Bar on social media. It’s further proof that, at Marketsmith, creativity extends to all parts of our agency—this was a success that brought together out-of-the-box media planning backed by our proprietary data analytics. At Marketsmith, artificial intelligence and human ingenuity go together like, well, music and lyrics!

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