Home SocialMinds Insights Building An Innovative Strategy with SharkNinja
  • Melissa Harvey
  • 29 min

Building An Innovative Strategy with SharkNinja

For our final panel, SharkNinja joined the SocialMinds stage to delve into one of its most viral campaigns: the launch of the Ninja Creami. From vacuum cleaners to air fryers, SharkNinja is powered by a compelling brand philosophy: solving real world problems through smart tech. It’s also a master at obsessing about its products, ensuring that the hype is already in place by the time they go to market – and the Creami campaign, which resulted in the frozen dessert maker selling out globally, was no exception.  

First off, if the Ninja CREAMi craze is news to you, where have you been?! And if it isn’t, you might not know that it all started with health and fitness enthusiasts using the CREAMi to make low-calorie protein ice cream. The videos exploded in TikTok’s fitness community, a development that SharkNinja never expected when it took the product to market emphasizing the decadence of CREAMi’s frozen sweet treat offering.  

SharkNinja faced a choice: continue with the initial marketing angle or adapt and take this golden opportunity with both hands. 

“We started to pivot our strategy to fan the flames and encourage people to try these weird and wonderful concoctions, which had organically become a trend on TikTok,” says Eva Bojtos, SharkNinja’s director of social media and influencers.  

But which other factors played a part in the Creami campaign’s success? And how can brands pivot from their initial starting point to create a moment on social that’s truly led by fans of the product?  

“Partnering with creators works for a large-scale campaign or playing in your safe spaces with BAU content. It’s not about choosing one strategy over the other – you can do both, but you have to choose your moment. Wherever you play in that space, make sure they have freedom to run with it, otherwise what’s the point?”

-Amelia Wollaston, Head of Influencer, SocialChain

“When you have a genuine fan using your product, you unlock engagement you’d never normally get. Partnering with creators works for a large-scale campaign or playing in your safe spaces with BAU content. It’s not about choosing one strategy over the other – you can do both, but you have to choose your moment. Wherever you play in that space, make sure they have freedom to run with it, otherwise what’s the point?” says Amelia Wollaston, SocialChain’s head of influencer.  

And it’s tempting to try and cast a broad net, but our senior strategist Gareth Harrison advises against it. Instead, focus on your core. No, not your abs – your audience. Understand the motivations of the community you want to target, and appeal to them. Social platforms, especially TikTok, are adept at pushing high-performing content beyond its original audience. CREAMi found the core of the health and wellness community, sure, but the product’s appeal didn’t stop at gym bunnies – the CREAMi’s credentials include all kinds of viral treats from Kinder Bueno ice cream to Red Bull sorbet. 

In the final panel session from our SocialMinds LIVE event Building Connections in the Age of the Disconnect, hear more from Gareth, Amelia and Eva on how you too can build campaigns that outlast you.  

Catch up on the panel now and learn:

  • Tactics to adapt your campaign strategy mid-flight for optimised performance  
  • How you can be smart with paid social to achieve your campaign goals 
  • Pointers for keeping your brand relevant and distinctive by tapping into seasonal and cultural moments  

Download our key takeaways report from SocialMinds LIVE now.