Delivering an integrated communications strategy for Shark to cement the brand as a market leader in the floorcare industry

Our challenge was to compete with some of the best-loved and most well-known brands in the UK by highlighting’s Shark’s commitment to creating ‘5 star rated’ consumer products that performed better than any other floorcare products on the market. We would have to deliver a strategy that year on year provided cut through in an incredibly crowded market.

Since working with the brand we have launched Shark’s debut cordless range, introduced the UK to Shark’s innovative ‘Anti Hair Wrap’ technology and helped the brand to achieve the status of, one of the UK’s leading floorcare brands.

Our strategy for Shark is centred around creative product showcase events during which the media are briefed on the latest products, provided with one-on-one demonstrations, and given an opportunity to speak to the Shark engineers and product teams. These events (which are attended by 60+ journalists and influencers on average) work to create buzz around Shark’s new product launches, educate media on the brands journey and key messages whilst also allowing journalists and influencers to experience the quality and superior functionality of the Shark ranges for themselves.

Alongside this, we run an ‘always on’ consumer and corporate press office for the brand which spans product placement PR, feature development, reviews, and product testing, thought leadership, trade PR, spokesperson profiling and influencer engagement.

Through this activity we deliver sustained, widespread coverage for the brand within top tier publications such as ITV’s This Morning, Daily Mail, Metro, Daily Mirror, Which?, Good Housekeeping, T3, Hello!, Ideal Home and House Beautiful.


pieces of national media coverage


journalists and influencer event attendees

“I have worked with the team at The PHA Group for a long time, and for good reason. They are creative, passionate and above all they deliver outstanding results for Shark and Ninja across both corporate and consumer comms. When we began working with PHA our challenge was to establish Shark in a very competitive sector, 4 years on and we are now the UK’s leading floorcare brand. PHA has played a significant part in helping to make this happen through impactful media and influencer campaigns and we’re hugely appreciative of all the work they do for us.”
Jess Levy
VP Marketing EU
Get in touch with the team