Ninja X Social & Impact (Luca La Mesa)
A highly impactful campaign driven by celebrity collaboration and Smart+ targeting
The objective
A kitchen appliance brand with huge global popularity
Ninja design premium kitchen appliances which have received mass popularity in recent years for both their quality and ease of use. After decades of success in the United States, Ninja is now a globally recognized brand, with a strong presence in many international markets.
@ninja.kitchen.ita have had an organic presence on TikTok for just over a year and already have accumulated 39K engaged followers on the account.
Their organic strategy primarily focuses on demonstrative content highlighting the functionality and versatility of Ninja products through quick and easy recipes which are accessible to both beginners and more experienced cooks.
To compliment the product-led content, Ninja Italy also share brand awareness campaigns on the channel, a key example of this is their collaboration with global ambassador David Beckham, reinforcing the brand’s aspirational and lifestyle positioning.
Ninja Italy's previous TikTok campaigns focused on driving conversions to specific products. Recently, the kitchen appliance brand have increased their investment into TikTok advertising and activated more campaigns to increase follower growth and engagement.
Working with their social media agency, Social & Impact, this campaign was launched with the goal to increase brand awareness and drive consideration for the new product, while generating qualified traffic to the dedicated Ninja Swirl landing page.
The solution
Collaborating with a global superstar and leveraging AI targeting to strengthen brand positioning through the right audience
The campaign was launched in Italy, with a broad yet strategic targeting approach. It focused on individuals interested in home cooking, dessert and ice cream preparation, and, more generally, in practical and innovative solutions for everyday kitchen use.
The audience included both food enthusiasts and curious consumers, drawn to new technologies and inspired by Ninja’s lifestyle-oriented brand identity. For this campaign, Ninja leveraged Smart+, TikTok’s automated optimization solution. The feature enabled automated and optimized creative management, significantly improving the distribution of assets and maximizing performance in terms of qualified traffic to the landing page.
Smart+ also helped identify the most relevant audience, contributing to both profile growth and the overall effectiveness of the campaign from the very early stages.
The content approach was both informative and aspirational, with the goal of launching and positioning a new product: The Ninja Swirl.
The creative was designed to educate users on the product’s key features, demonstrating how easy it is to make soft-serve ice cream at home.
At the same time, with David Beckham as the face of the campaign, the content conveyed a premium, aspirational, and lifestyle-oriented image, further enhancing the brand’s appeal.
The results
Driving strong results with Smart+ targeting
The campaign delivered strong results in terms of both efficiency and overall performance. By collaborating with David Beckham, the brand clearly established themselves as a market leader and aspirational brand – This, combined with intelligent targeting meant that the campaign delivered engaging content to the most relevant audience.
The campaign saw a significant reduction in CPA, with an average cost-per-link click of just €0.07. An average CTR of 0.33%, exceeding industry benchmarks for traffic campaigns, and a highly competitive CPM, stabilized around €0.30, reflecting excellent ad budget distribution.
These results confirm the strength of the strategy adopted and the effectiveness of the format in supporting a high-impact product launch.
Beyond quantitative results, the campaign had a broader impact in terms of brand perception and cultural relevance.
Featuring David Beckham as the face of the launch marked an important milestone for Ninja in Italy: it helped strengthen the brand’s premium and aspirational identity, while also creating a connection with a less technical, more lifestyle-oriented audience.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
We are thrilled with the results achieved on TikTok: an average CTR of 0.33%, a CPC of just €0.07, and a highly competitive CPM of €0.30. Our collaboration with TikTok has allowed us to showcase the brand in an authentic and engaging way, through high-impact content specifically designed for the platform and its audience. The results clearly demonstrate that — in Italy as in other key markets where we partner with the platform — a tailored strategy can truly make the difference