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SharkNinja: A Holiday Call to Be the Barista

Forty-five food and lifestyle influencers created unique, seasonal content to showcase the unique features of the Ninja Coffee Bar System in a program we developed to help SharkNinja grab market share in a competitive category.

During the campaign, the influencers engaged their audiences by offering readers a chance to win a Ninja Coffee Bar System by sharing their thoughts on the product and posting photos on Twitter and another social platform of their choice, using the hashtag #BeTheBarista.

The campaign drove nearly 43 million campaign impressions from 45 influencer article posts and 750 social media posts. Survey results gauging the influencers’ thoughts on the product were overwhelmingly positive:

  • 89% said they had a much more favorable perception of the Ninja Coffee Bar System after participating in the program
  • 98% continued to share information on the Ninja Coffee Bar System both online and offline after the program ended
  • 87% were very likely to consider purchasing additional Ninja products as a result of participating in the program
  • 96% were very likely to recommend the Ninja Coffee Bar System to friends and family as a result of participating in the program