“We virtually don’t invest anymore in advertising on the Ninja Cremi,” Barrocas said.

Despite the investment in influencer, Reddit is SharkNinja’s fastest-growing social channel this year as people use it as a search alternative to Google, said Barrocas.

SharkNinja is purposely hands-off on Reddit and uses the platform to answer consumers’ questions through the popular Ask Me Anything (AMA) format. To promote LED face mask Shark CryoGlow, for instance, Shark did an AMA with the head engineer who spent a year working on the product.

“The Reddit consumer doesn’t want to be sold to—they want to be informed,” Barrocas said.

Betting big on product integrations

SharkNinja will launch its first product placement ad this year that integrates the brand into AppleTV’s upcoming movie F1, starring Brad Pitt. Pitt’s car, helmet, and equipment in the movie feature SharkNinja’s name.

Barrocas said SharkNinja was interested in investing around F1 specifically because of the sport’s technology advancements in cars that increase speed. This innovation is similar to SharkNinja’s approach to developing products, Barrocas said.

SharkNinja produces products under both the Shark and Ninja brands, but the upcoming product placement within F1 is the first time that the company is promoting the SharkNinja name in an effort to help consumers better understand the company’s full offering

“We want the consumer to understand…the company behind these two great brands,” Barrocas said.

Taking more advertising in-house

While SharkNinja does work with agencies, the brand is increasingly taking more of its advertising in-house as it shifts its budgets toward creators and content.

In February, SharkNinja hired Linus Karlsson as its first chief creative officer. Previously chief creative officer at IKEA, he is spearheading a new design office in New York that will have dedicated spaces for content creation from in-house staff and influencers.

“Sometimes when you go to an agency that hasn’t lived through the 18 months of your product development cycle and gotten all the consumer insights, they tend to want to go after a catchy idea,” Barrocas said. “Our business is not based on the catchy idea. Our business is based on determining that we should make this product. It was a genuine consumer problem or consumer need.”