Making Creator Headlines · Page 5
CREAMi Customers Supply the Buzz and the CEO Gets to Present the Results
· New York time
SharkNinja CEO and co-founder Mark Barrocas said customers generated 98% of the Ninja CREAMi's roughly one billion global social media impressions last year. He discussed the appliance at a speaker series co-hosted by the University of Miami Herbert Business School and McKinsey & Company, according to Net Influencer. The figure is the company's account of a large audience encountering posts about its frozen-dessert maker. It is not a count of one billion separate customers or a measure of how many appliances those posts sold. Even with that distinction, the claim makes a striking case for customer-made publicity: people using a product can put it in front of audiences far beyond a company's own posts. For creators and brands, the example highlights the value of material that people choose to make and share. A kitchen video can demonstrate the product while giving its maker something to publish, and the company benefits from attention it did not have to produce itself. The arrangement also makes the usual corporate presentation unusually comfortable. Fans do the filming, the dessert gets the close-up and the executive gets a memorable number for the podium. The marketing department still has work to do, but it has received an enviable contribution from people whose main assignment was making something cold.
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