For the 2017 holiday season, Shark had to launch two brand new vacuum products in a very crowded market: a cordless vacuum and a robot vacuum. TV and social were required to build demand for these products. Immediately.
To meet this challenge, Madras partnered with a one-stop production and post-production house, to shoot both products, each with their own spots.
The approach for TV utilized powerful product performance moments to highlight the heroic role these inventions can play in everyday homes.
For social, Madras utilized the footage from the shoot to develop a dozen unique and “snackable” shorts (7-10 seconds) for each product, communicating the key message in the first three seconds.
The results speak for themselves, The Shark ION Robot quickly became a hot item on Amazon and the Shark ION Flex 2x did very well in retail throughout the holiday season.