Challenge:
- Ninja Coffee Bar, a line extension of the leading Ninja Blender family of small appliances made its successful debut in 2015 into a very crowded market where it competed with well-known, established brands such as KitchenAid, DeLonghi, Keurig, and many others.
- After establishing the launch with a year of advertising support consisting of long and short-form TV and a heavy digital effort, the brand wanted to drive more consumers to the website to continue the engagement and provide more information.
Solution:
- MSI focused the original launch strategy by uncovering the universal human truth that coffee was more than just a beverage, more than just a pick-me-up and more than just a ritual; it was a passion. For this effort, we leveraged this insight into a media partnership with another passion that people have; the passion for music.
- Our expert Media practitioners negotiated an exclusive, comprehensive package with Westwood One Backstage Live Events, where we aligned our brand with the excitement of the GRAMMYs®, and put the Ninja Coffee Bar in the center of the spotlight, literally, where the Ninja Coffee Bar was experienced by musical artists and celebrities throughout the evening.
- We also offered listeners a chance to fulfill their passion for both coffee and music by giving them a chance to win an all-expense paid trip to the event.
Results:
The campaign helped drive a +10% increase in web visits during the show and in the days following, generated by very impressive media deliveries, and the promotion drove huge consumer engagement:
-Exposure across 300 radio stations
-Online streaming promotional spots: 3.2MM+ impressions
-On-air promotional spots: 25MM+ impressions
-Over 218,000 entries
-Millions of additional impressions via social and digital
-Celebrity content and brand engagement