Submitted by Brave Bison

SharkNinja CryoGlow Generation Glow Creator Launch

Influencer Marketing

Brave Bison ran a 56-influencer Instagram and TikTok launch for SharkNinja's CryoGlow LED mask in the UK, and the agency reports 3M impressions across the four-week campaign.

3MImpressions
72KEngagements
72%Positive Sentiment

Case in 60 seconds

SharkNinja was launching its flagship beauty product, the CryoGlow LED mask, in the UK ahead of the US for the first time, so Brave Bison needed a go-to-market plan that could create talkability among skincare audiences.

The campaign turns on trust rather than reach, because Brave Bison's research found skincare audiences struggling to separate truth from noise in a feed of superficial beauty claims, which left them feeling undereducated about their own skin.

Generation Glow cast Shark Beauty's skincare community as ageless and open to any gender, skin tone or body type, so peer-to-peer education and expert-backed advice carried the product rather than brand claims.

In the 56 Faces activation, 56 skincare and beauty influencers, including Dr. Ewoma, Caroline Hirons and Jordan Hames, posted across Instagram and TikTok every 15 minutes for the first 24 hours of the launch. The count matched the 56 days the mask needs for results, and a four-week campaign followed.

Brave Bison reports 3m impressions and 72k engagements, both above target, with 11 viral videos and 72% positive sentiment, while CryoGlow content surfaced on TikTok for the "best LED mask" search and the agency reports +3000 products sold on launch day.

Strategy Breakdown

Skincare and beauty audiences in the UK, framed as Shark Beauty's ageless skincare community passionate about showing real skin and real results, whatever their age, gender, skin tone, body type or lifestyle.
Social content and creators set the trends and regimes of skincare, yet the same feeds leave people undereducated about what suits their skin, which is the tension the page says Generation Glow set out to resolve.
Skincare feeds are crowded with superficial beauty claims, so a new LED mask faced an audience that struggled to tell effective products from noise and had little reason to believe another launch.
The page positions Shark Beauty as the brand restoring trust in the category through expert-backed advice and real results, rather than adding one more set of claims to the feed.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Brave Bison

Creator role

  • Dr. Ewoma — creator
  • Caroline Hirons — creator
  • Jordan Hames — creator

Results & Evidence

MetricValue
Impressions3M impressions
Engagements72K engagements
Viral Videos11 viral videos
Positive Sentiment72% positive sentiment
Positive or Neutral Share27%
Launch-Day Units Sold+3000 products sold

Why Brave Bison's strategy worked

  1. 1

    Tying the creator count to the 56 days the product needs for results gave the launch a number that explained the product, so the size of the roster carried a product claim rather than only scale.

  2. 2

    Posting every 15 minutes for the first 24 hours concentrated the whole roster into one day of feed presence, which Brave Bison connects to +3000 products sold on launch day through social channels.

  3. 3

    Defining the audience by a shared interest in real skin rather than by age or demographic let one roster span skin tones and lifestyles, which fits a mask sold with four modes for all skin tones.

  4. 4

    Where a campaign sets out to restore trust, sentiment is the measure that tests the thesis, so Brave Bison reads its 72% positive sentiment as proof of trusted recommendation rather than resting on impressions alone.

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