Home technology firm SharkNinja is a huge business success story. It consists of two brands Shark, which produces vacuum cleaners and more recently, hairdryers, and Ninja, which focuses on kitchen appliances such as blenders, multicookers, and air dryers. These are incredibly crowded markets, so when SharkNinja entered the UK, it needed a solid Consumer (read more on our consumer activations here) and Corporate PR strategy to generate sustained cut-through.
Communicating to both a consumer and corporate audience was a critical part of our strategy, and tactics to establish a strong corporate narrative for this incredibly successful business included raising the profiles of senior team leaders through interviews and thought leadership pieces, the profiling of the Shark and Ninja brands and trade PR. This has spanned across the tech, HR, retail, and design press.
To really bring SharkNinja’s brand image to life, in 2020, the team also kickstarted a new activity stream, to highlight the impressive work SharkNinja is doing to support and encourage gender equality and diversity in STEM. This opened up opportunities in a whole new sector of the press and helped to further enrich the profile of the firm.
This strategy has raised SharkNinja’s profile as a leading manufacturer in the UK and helped the brand to define its image as it grows and diversifies. Coverage secured includes a broad range of articles in key titles such as: The Independent, The Times, Daily Express, Business Insider, Retail Gazette, Retail Times and Tech Radar.
The account makes for a great example of how consumer and corporate PR can work in harmony to support a growing brand, protect and shape its image and promote its success.