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UM’s Campaign for SharkNinja’s Ninja CREAMi Taps Hulu for Multi-Layered Ad Experience

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Creative tells a sequential story of the CREAMi’s three-step process leveraging Hulu’s customisable ad product

UM’s Campaign for SharkNinja’s Ninja CREAMi Taps Hulu for Multi-Layered Ad Experience

Consumers have access to more content at their fingertips, all available on their own terms, and binge viewing is on the rise. In response to that behaviour, Hulu designed its Binge ad format, which uses machine learning to predict when viewers are likely to start bingeing a show, creating a unique experience connecting brands with binge watchers. In fact, in the last 6 months, 84% of Hulu's audience has binge watched at least one show. UM, Reprise and Ninja leaned into this unique and custom opportunity to connect with viewers around Ninja’s latest innovation, the Ninja CREAMi, which transforms almost any ingredient into a frozen treat. 

The 'Here’s the Scoop' campaign features custom creative and the execution seamlessly ties together a contextually relevant story around the intersection of show binging behavior and the easy, 3-step process of crafting crave-able creations with the Ninja CREAMi. The audience is introduced to each step of the process – prepping and freezing, creamifying, then scooping and enjoying as they fall deeper into a delightfully indulgent binge one episode at a time. After watching the third binge ad episode - the cherry on top - viewers are presented with a reward via QR code for savings on the purchase of their very own Ninja CREAMi Ice Cream Maker.

UM, Reprise and Ninja leaned in to the unique and custom opportunity to connect with viewers, while telling a sequential story that complements the ease in Ninja CREAMi’s three-step process and boundless customization options.

Reprise Digital's Addressable Content Engine crafted overarching creative strategy and produced unique edits for the 7-second binge slates and 30s (Ninja -branded content). Disney CreativeWorks – the full-service branded content studio and creative agency - produced the teasers (Hulu branded content) and helped implement on the Hulu platform.

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Ashley Eckerlin: SVP - Commercial Strategy, Planning & Analytics

Brian Gill: Director, Global Media Strategy & Planning

Ashley Santiago: Sr. Media Coordinator

Sasha Hartman: SVP Director, Global Creative and Digital

Allie Chartoff: Sr. Director, Global Content

Samantha Blair: Sr. Manager, Influencer & PR

Dena Kowaloff: Sr. Director of Marketing, Ninja Motorized

Stephen Tasker: Sr. Brand Marketing Manager

Celeste Popitz: Marketing Specialist


Brian Elliott: SVP, Managing Director, Partner Programs

Stephanie Insdorf: SVP, Client Business Partner

Alexis Damino: VP, Partner, Integrated Planning

Lauren Dezenski: VP, Partner, Strategy

Katie Dillon: Manager, Integrated Planning

Caitlin Falletich: Sr. Associate, Integrated Planning

Alison Kirsche: Partner, Integrated Investment

Vincent Merlino: SVP, Group Partner, Integrated Investment

Justin Gonzalez: Manager, Integrated Investment

Niki Lawrence: VP, Partner, Research & Analytics

Rebecca Cagan: Associate Director, Decision Sciences

Mauricio Moron: Associate, Integrated Media

Thomas, Whittaker: Associate, Integrated Media

Reprise Digital's Addressable Content Engine
Suraj Gandhi, SVP, Group Director, Addressable Content
Mel Stern, VP, Group Director, Addressable Content Strategy
Mike Crawford, Director, Addressable Content Strategy
Jason Chiusano, VP, Director, Addressable Content Production
Christina Smith, Associate Creative Director, Digital Art
Alex Nieman, Copywriter
Joseph Tagle, Group Director, Addressable Technologies
LuKenn Wong, Director of Technology MBWW

Disney Ad Sales
Wendell Scott, SVP Sales
Patrick Collins, VP Sales
Tori Fernandes, VP, Communications
Liz Levy, VP Branded Entertainment
Steve Cuddy, Director Addressable Sales
Kate Smith, Account Executive Addressable Sales
Jamie Przekop, Executive Director Client Connect
Nancy Diaz, Senior Manager Branded Entertainment
Becky Knecht, Senior Manager Client Connect
Christian Robinson, Video Producer/Editor
Brianne Trosie, Team Lead Market Operations

Categories: Food, Convenience

McCann North America, Mon, 01 Nov 2021 16:29:25 GMT