SharkNinja (Ninja® CREAMi®)

The results

Expert Review Videos drive significant conversion lift in high-consideration categories.

The challenge

Members want confidence before buying high-consideration items

Small kitchen appliances can be an exciting purchase—but when the price point and countertop commitments are real, members want confidence before buying. For items like the Ninja® CREAMi®, shoppers often have “proof” questions: Is it easy to use? Is it versatile? Is it worth it?—an opportunity for Sam’s Club Connect to help during the consideration phase for shoppers.

The strategy

Expert validation meets the member at the moment of decision

SharkNinja partnered with Sam’s Club Connect to create an Expert Review Video featuring an ice cream scientist, to help educate members on the item’s benefits and features. The expert review highlighted Ninja® CREAMi®’s versatility, texture, and recipe creativity, helping members better understand performance and use cases before purchase. The video was featured directly on the product detail page to reach members at the most critical moment for decision-making.

To extend beyond the PDP, SharkNinja supported the Expert Review Video with Sam’s Club Connect media to reinforce the expert-led message and drive traffic back to the PDP to convert members.