In a summer with the Euros and World Cup, SharkNinja wanted to stand out and grab attention. With no official IP, we brought the spirit of sport into the home, putting the brand's products at the heart of the action through an emotional, performance-led campaign that celebrated the art of hosting.
No sponsorship rights? No problem.
Challenge
SharkNinja wanted to elevate brand awareness across key European growth markets the UK, France, and Germany. The task was to tap into a cultural moment big enough to command attention and relevance across borders. But in a summer of sport with no IP rights, that can prove difficult.
Opportunity
The 2024 Summer of Sport with the Olympics and Euros taking place presented a rare, powerful opportunity to align SharkNinja with peak performance, national pride, and cultural energy. It was a once-in-a-cycle chance to breakthrough.
Insight
Summer sport is more than entertainment it's the backdrop to how we live. A constant presence of out screens, the action gives us a reason to get together, and, more importanlu for the brand, host at home. And SharkNinja’s audience, The Doer, shares the same mindset as an athlete: driven to perform at their best, especially when the in-laws are round!
Solution
'Raise Your Game' bridged performance on the field with in the home. Henry, Schweinsteiger, and Crouch connected SharkNinja’s products with the traits of elite competitors, complemented by Mo Gilligan and his social first content the 'Hosting Academy'. Product-led storytelling proved that greatness isn’t just for stadiums: it’s for kitchens and garden parties too.
Results
The campaign leveraged the combined social reach of approximately 37 million followers across the three football legends to boost brand awareness and drive website traffic, ultimately achieving a 4x higher CTR than the campaign target.