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Challenge
Solution
Results
Breaking through the cluttered holiday season, when high CPMs make earning attention difficult, is a massive challenge for any brand. Shark Beauty needed a way to cut through the noise and establish the CryoGlow as a must-have holiday gift without relying on expensive media buys.
We tapped into the explosive rise of female sports fandom by creating a culturally potent activation at the inaugural Women's Champions Classic. By swapping "Celebrity Row" for a "CryoGlow Row" featuring icons like Lisa Leslie, we created an unignorable, earned-media-driven moment that placed the product at the center of a mainstream conversation.
The activation successfully cut through the holiday clutter, generating millions of organic impressions, with significant organic pickup from major platforms like Barstool and ESPN. This proved a culturally resonant stunt could bypass expensive ad buys and solidify Shark Beauty's status as a breakout gift, all while authentically celebrating the power of women's sports.