Introducing a Viral Summer Product for Shark Ninja
What We Did:
When Ninja launched its first-ever ice cream maker, we built a digitally-led campaign— Summer in a Scoop—strategically timed to National Ice Cream Month to steal share of voice during peak season, combining earned media, paid amplification, brand partnerships, and influencer activation. We sustained momentum through a follow-on campaign that tapped cultural and calendar moments to keep CREAMi top of mind ahead of key gifting windows.
What We Saw:
Secured mass awareness coverage across national lifestyle, entertainment, and food publications during launch and sustained campaign phases
Secured coverage in 85% of priority outlets
Drove daily consumer engagement through recipe reveals and celebration content on Instagram Stories and a dedicated landing page, bridging owned and earned media
Established CREAMi as a media darling with a consistent pipeline of inbound media requests and placements
Identified unique, targeted brand partners to generate new news and expand the product's reach beyond its core audience
