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