We’ve all had our frustrations with vacuums. They struggle with hair. They take multiple passes to pick up a Cheerio. Emptying the dust cup feels like a biohazard. Sometimes… vacuums really suck. (Pun intended.)

And if you’re not up-to-date on what’s new in the vacuum world, you might still believe that’s just how they work. But those clever engineers at SharkNinja found a way to make the humble household vacuum feel more like a superpowered clean machine. However, at around $350, we couldn’t just say our vacuums were better. We had to put our money where our floor nozzle is. We needed an awareness campaign to show off our cool new tricks. But which cool new tricks did people actually care about?

Is glitter pickup more convincing than pet hair? Does hands-free emptying beat raw suction claims? Instead of guessing, we turned people’s social media feeds into our own personal testing lab.

We ran multiple video directions against each other to see what audiences gravitated toward. The winners became the foundation for the larger demo content across Amazon discovery pages, SharkClean.com PDPs, and select CTV placements.

Behold... the demos!

(These weren’t written to win fancy awards or air during the Super Bowl. They were written to educate and sell. Yes, they lean a little on the infomercial side, but hey… whatever works.)