Landing the Groups biggest ever retained client win, SharkNinja: develop the most talked about, sought-after brand with the highest engagement and conversion in every category they operate.
From infomercial to socialmercial, how social strategies helped scale the Shark and Ninja brands and produce sellout NPD campaigns across EMEA.
In November 2023, SocialChain were approached by SharkNinja to run a social media hack workshop in Boston.
Due to pace of the client and strategic importance to the business, the Board instructed that I personally went ‘on the ground’ alongside other members of the SLT to secure a retainer account.
Within 30 days, retainer conversations had begun and by the end of Q1 in 2024, the 12 month retainer was secured.
With a +60million EMEA media budget, SocialChain was instructed to deliver strategic commercial projects and drive significant social growth across US and EMEA that would result in sell out NPD’s for Shark and Ninja products.
solution
(i) become the strategic partner to develop both brands, Shark and Ninja global approach to social, social principles, social tone of voice, guide to activation, internal social teams way of working and reporting measurement frameworks
(ii) internally built out dedicated delivery teams, building an agile freelance model for campaign peak periods
(iii) established commercial and finance processes
(iv) workshopped and designed pre and post RTB ways of working to enable dedicated teams to deliver NPD strategies, proposals, plans and activations for SharkNinja
(v) developed NPD strategies and creative campaigns, mentoring client and teams around brand culture, influencer techniques and quality social approaches for our client
(vi) due to OMD and SocialChain being SharkNinja lead agency partners, we developed relationship with channel partners and integrated ways of working to achieve robust organic and paid synergies
+30 internal core team built, alongside freelancer model
+24 Products released
NPD, including, Cryro Glow, Flexbreeze, Ninja Slimline, Flexstyle, Ninja Grill
seasonal campaigns, including Olympics Summer of Sport
campaign values from 300K to 1.6million
omni social approach: reactive, influencer, organic and paid social, PR and experiential
full funnel influencer strategy and approaches
US, UK, France, Germany, France and Italy campaign delivery
+100 top motivations identified
+800 pieces of content created
+250 Creators instructed
+10 sell out campaigns
+5 high end product shoots, including product press launches
a/b testing and real time optimisation
