The article discusses the growing trend of brand trips, where companies sponsor travel experiences to enhance brand visibility and consumer engagement. These trips aim to create memorable connections between the brand and its audience, leveraging social media and influencer marketing to amplify their reach. The piece examines the strategic planning and execution involved in organizing such trips for maximum impact.

SharkNinja's marketing strategy focuses on a social-first approach, utilizing platforms like TikTok and Instagram to engage with consumers. By leveraging user-generated content and influencer partnerships, the brand aims to enhance its visibility and connect with younger audiences. This strategy not only promotes products but also fosters community among users.

Brands are losing focus on upper-funnel marketing, and it's essential for organic, paid, and influencer strategies to align for success in 2025. The author emphasizes the importance of collaboration among these channels to maintain brand awareness and drive conversions, advocating for a cyclical approach rather than a linear funnel. Shared KPIs and a shift in mindset may be necessary to ensure effective collaboration and avoid chaotic messaging.