Since its founding in 1993, SharkNinja has rapidly carved out a significant market share by providing highly functional, innovative products, to become a leader in the housewares industry. To promote their Shark VacMop they were looking for a media strategy that was equally as cutting-edge as their product.
Challenges
SharkNinja’s main goal was to gain market share over their competitors with an awareness campaign that could also drive sales. Video is the holy grail of awareness campaigns, SharkNinja looked to push the limits of video with data and technology.
However, many of Shark’s VacMop sales are on indirect channels such as Amazon, Target, and Walmart, which makes it harder to optimize a campaign towards sales without the data hidden behind these walled gardens.
Research by Digiday found that 80% of products added to cart from shoppable content remain there at checkout. By using interactive shoppable video, SharkNinja could control the data and increase sales. The final element of the plan was the critical use of Automatic Content Recognition, or ACR, technology to inform the data strategy.
ACR recognizes program and TV advertising content via hardware placed directly within a TV set. Not only does this include content being watched, but also where it plays and for how long.
According to AdExchanger “ACR can help marketers better connect ad spend to business goals”.
Strategy
SharkNinja’s strategy focused on consumers who were familiar with the product category but have not yet purchased a new vacuum. Using their partner’s AdvancedTV solution, and ACR data from over 30M US households, SharkNinja targeted consumers on their digital devices that had watched both the Shark VacMop and their competitors’s commercials.
The interactive shoppable video used hotspots that appeared during key moments. When a shopper engaged with a hotspot the video paused and provided more product information and the option to add-to-cart at the retailer of their choice.
Results
This real-time retargeting strategy allowed Shark to capture attention and ultimately market share. The user engagement rate exceeded the benchmark by 12% while time spent was 120% higher.
The add-to-cart rate for the campaign was 2X higher than the shoppable format benchmark. Overall 12,852 products were added to cart, accounting for over $796K in cart value.
The value of data paid off. Leveraging real-time ACR data to conquest during competitors’ TV commercials, SharkNinja drove 17% higher add-to-cart rate, compared to when only syncing to their own commercials. While having data outside the walled gardens enabled the 2nd half of the campaign to be optimized to a 267% increase in carting. These results proved that competitive conquesting with ACR data and shoppable video helped SharkNinja clean up.
Creative
