aMplIFYING FANDOM FOR NINJA
With a viral fanbase and wealth of organic UGC, Ninja came to Movers+Shakers to amplify that fan energy. To do this, we executed a three-phase campaign that turned existing brand love into a high-engagement holiday moment.
This community-first approach delivered 6 million organic views and a 7.4% engagement rate, by making the fans the true stars of the story. It was also featured in Ad Age!
BRAND CHALLENGE
Like many brands, Ninja’s CREAMi ice cream maker enjoys a vibrant fan base. The product boasts hundreds of thousands of UGC, a spot on Oprah's Favorite Things list, and an entire universe of fan-created recipes.
Ninja asked Movers+Shakers: How do we amplify this fan love to create even MORE conversation during the crucial holiday season?
CREATIVE SOLUTION
To drive new engagement from existing fans and get their authentic love in front of new customers, we designed a three-phased campaign. The strategy cleverly used influencers’ reach to amplify UGC conversations:
Phase 1: To kick things off, influencers and the brand’s channel called on the community to submit their best CREAMi recipes.
Phase 2: We mobilized a "CREAMi Celebration Squad" of influencers to spotlight fan recipes through over-the-top musical tributes, dance parties, and taste tests.
Phase 3: To incentivize engagement, the campaign concluded by crowning the "ultimate CREAMi fan" and awarding prizes for the top community recipes.
The results? 6 million organic views and 7.4% engagement rate over the critical holiday season, blowing away industry benchmarks. By inviting creators and consumers to share their own recipes, we unlocked a wave of participation that drove thousands of comments and authentically amplified the existing fan love. It was also featured in Ad Age and Net Influencer!
