Ninja CREAMi

Creating nationwide talkability for the Ninja CREAMi.

The Ninja CREAMi Ice Cream & Frozen Dessert Maker uses Creamify technology to enable users to create delicious homemade treats – from indulgent ice cream, smooth gelato and luxurious milkshakes to soft fruit sorbets, guilt-free smoothie bowls and more.

We were briefed to manage and execute an influencer campaign that would generate inspiring and engaging content for the Ninja CREAMi on TikTok and Instagram. The aim was to create talkability for the product during its key season, build on the growing hype around the product on social and ultimately to drive sales.

Having launched in the US first, the CREAMi had already been gaining a cult following, with ‘must try’ recipes circulating on social media. Using this as a launchpad, we worked alongside Ninja to contract a diverse mix of 16 influencers, to help build on its popularity for UK-specific audiences and challenge them to develop an ice cream or sorbet flavour that encapsulated their unique personality and personal tastes.

To ensure that the content reached a wide range of audiences across the UK, and that the content would resonate with each influencers existing fans and followers, we ensured the influencers created content that matched their unique style and aesthetic.

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Standout recipes included an avocado summer sorbet (created by Lily Sabri) and a Red Bull and popping candy flavour ice cream (created by Max Balegde). This varied content, alongside snappy captions and engaging voiceovers helped educate consumers on the CREAMi’s various functions whilst encouraging audiences to want to try it for themselves at home.

To continue creating nationwide talkability for Ninja CREAMi and ensure that conversation continued outside of social media, we also activated a press office which worked in tandem to secure inclusion of the Ninja CREAMi in media reviews and relevant features across the national, consumer and broadcast media.

The integrated campaign was a huge success, delivering 40+ pieces of social media content across Instagram and TikTok, which reached an audience of 13.7 million, while our earned media campaign saw the CREAMi featured by the likes of ITV This Morning, The Sun and Homes & Gardens.

Following our campaign, the Ninja CREAMi sold out on Ninja’s website and in many of its retail stockists, while viral content created a legacy for TiKTok creators to review and try new recipes for months to come.