A Case for Shark

by | Case Studies

If you’ve been paying any attention to what’s been happening on TV and online over the past few years, you would’ve surely seen a Shark vacuum commercial or infomercial at some point during the day or evening aggressively and purposely showing how and why it’s such a superior vacuum. Their infomercials and commercials effectively motivate viewers to take action and buy.

It has been a pivotal factor in how the Shark line up vacuums dethroned Dyson as the dominant market leader. In just over five years, Shark vacuum sales went from a single-digit market share of the vacuum industry to over 20% of the nearly five and a half-billion dollar U.S. market while doubling the company’s revenue to over 1.6 billion dollars.

The rise of this dominance is as much tactical as it is timing. Now, what I mean by that is, the timing was right for a player to come out of the shadows of Dyson. That’s because the cost of a top of the line new Dyson vacuum was well over $500 and the allure of owning one was eroding despite Dyson’s own advertised performance advantages.

That’s exactly where Shark Ninja saw an opening. We work with them to create a series of performance results’ driven infomercial that showcase the often superior and much less expensive Shark vacuums.

This video talks about just a few of the tactics that are absolutely critical to producing the results to any performance marketing campaign.


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