Shark Steam Mops: Educating consumers through researched-based media outreach

OBJECTIVE

Launch the Shark Steam Mop to the mainstream and Hispanic markets.

CHALLENGE

The Shark Steam Mop does not use chemicals, and at time of launch, there was a considerable consumer bias, and assumption, that chemicals were necessary to effectively clean and sanitize surfaces. Alpaytac’s challenge was to position the Shark Steam Mop as a safer, but still highly effective alternative to traditional and chemical pod mops.

SOLUTION

Our team researched and leveraged shocking statistics on the potential health hazards of cleaning floors with chemicals, which cleaning product manufacturers are not required to disclose, to create hard-hitting news stories.

Catering our messaging to Shark’s target audiences, Alpaytac educated the media and consumers on the health benefits of cleaning without chemicals, while emphasizing the ease of use and effectiveness of the Steam Mop over competitors.

RESULTS

Alpaytac secured top-tier national coverage in both mainstream and Hispanic outlets, including Family CircleWorking MotherAtlanta Journal-ConstitutionDetroit Free PressTampa Tribune, and Good Morning America.

Since then, Alpaytac has launched updated versions of the Shark Steam Mop and we have continued to get top-tier coverage for the product line, including features in The New York TimesGood HousekeepingBetter House and GardensFamily Circle, TODAY Show, The Wall Street Journal among others.

SHARKNINJA TESTIMONIAL

Huma’s drive, dedication to her clients and her strive to settle for nothing but the outstanding was the reason why SharkNinja became her founding client. It is also the reason why, 8 years later, as one of the leading companies in the Housewares Industry, we are still thrilled to be working with her.

Mark Barrocas, President - SharkNinja

OVERALL SHARKNINJA RESULTS

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