To meet the challenge of launching a product line during the competitive holiday season, Ninja and UM Detroit partnered in a campaign featuring addressable video and interactive overlays tailoring specific audiences, styles and "triggers" to creative elements, to showcase products and change consumer perception. Demand outpaced supply and according to NPD, retail sales increased +301% vs. the same period in 2018. And 38% of Ninja’s heated cooking product yearly retail sales occurred during the period the addressable videos ran.