SharkNinja is turning to creators to drive holiday sales. The company has partnered with celebs, influencers, and affiliates before. Now, they’re formalizing those relationships with two new creator programs: First Fans, for their 4.1K global employees, and SharkNinja Storytellers, an affiliate program open to consumers. According to the company’s SVP of global social media, the programs are a response to them shifting away from chasing creators who rack up millions of views and toward authentic content from creators who show “the spills on the floor” and “the messy pieces of how we bring products to life.” The timing of the programs’ launch is intentional: SharkNinja hopes to use their Storytellers to promote products this holiday season through wish lists, storefronts, and gift-guide challenges. They’re even considering featuring a customer-created gift guide on their homepage, putting real-world recs at the center of their holiday marketing. (Glossy)
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