Cooking Up Something Special:

SharkNinja Addressable Video

In early 2019, SharkNinja approached Universal McCann for help launching three revolutionary new products in their Ninja line of kitchen appliances. In order to drive sales during the crucial end-of-year period, UM settled on a never-before-implemented strategy: fully addressable digital video content.

After the strategy team chose three different groupings of genre - N/A and Food & Cooking, Drama and Reality, and Comedy, I crafted nine unique scripts, one for each combination of product and genre. Each video was also paired with an interactive overlay that spoke to specific moments in the consumer’s lives, such as time of week, weather conditions, proximity to holidays or retail moments, and more.

This modular approach allowed us to create 72 unique pieces of creative, each corresponding to a specific combination of product, genre, and moment to present potential consumers with the message most relevant to them - and most likely to drive them to purchase. A sampling showcasing script and many of the overlays is below.

The Videos

Results

The campaign smashed industry benchmarks, with viewers spending 61% more time interacting with the above videos than they do with most interactive ads. For more concrete perspective, viewers who saw the ads when they ran spent, on average, over 200 seconds interacting with them after they had concluded. Finally, driven in part by this campaign, SharkNinja had a spectacular Cyber Monday, successfully selling out of product entirely. All in all, in other words, the campaign was successful from both a business and creative perspective, crafting compelling content and innovating within the industry while delivering upon a business goal for out client.