Marketsmith has been fortunate to work with SharkNinja to launch products for many years. In the most recent product launch, Ninja coffee bar, Marketsmith developed a strategy that focused passion as it relates to music, travel and of course coffee!
Challenge: Ninja Coffee Bar, a line extension of the leading Ninja Blender family of small appliances made its successful debut in 2015 into a very crowded market where it competed with well-known, established brands such as KitchenAid, DeLonghi, Keurig, and many others. After establishing the launch with a year of advertising support consisting of long and short-form TV and a heavy digital effort, the brand wanted to drive more consumers to the website to continue the engagement and provide more information.
Solution: MSI focused the original launch strategy by uncovering the universal human truth that coffee was more than just a beverage, more than just a pick-me-up and more than just a ritual; it was a passion. For this effort, we leveraged this insight into a media partnership with another passion that people have; the passion for music. Our expert Media practitioners negotiated an exclusive, comprehensive package with Westwood One Backstage Live Events, where we aligned our brand with the excitement of the GRAMMYs®, and put the Ninja Coffee Bar in the center of the spotlight, literally, where the Ninja Coffee Bar was experienced by musical artists and celebrities throughout the evening. We also offered listeners a chance to fulfill their passion for both coffee and music by giving them a chance to win an all-expense paid trip to the event.
Results The campaign helped drive a +10% increase in web visits during the show and in the days following, generated by very impressive media deliveries, and the promotion drove huge consumer engagement:
- Exposure across 300 radio stations
- Online streaming promotional spots: 3.2MM+ impressions
- On-air promotional spots: 25MM+ impressions
- Over 218,000 entries
- Millions of additional impressions via social and digital
- Celebrity content and brand engagement