Shark built 'The Doghouse' at the UK's top pet festival to sell pet-mess cleaning

Raise awareness that Shark's cleaning products are perfect — and often very specific — for pet-cleaning scenarios, reaching owners in context.

A festival 'Doghouse' staged the exact pet mishaps the products solve — dog bowls, muddy paws on cream carpets — with demos, testing and shoppable displays.

At Goodwoof, the UK's number-one pet festival, Shark built a destination with rolling product demos, contextualised showcases, hands-on testing, giveaways, shareable photo moments, shoppable displays and exclusive discounts.

20,000 experience visitors, 1,500 direct product engagements, £9.6k converted at the event, 20% voucher redemption versus a 7% benchmark, 53% consideration rate, 16k+ 'happy waggy tails'.

Shark, SharkNinja's cleaning brand, had a perception problem: shoppers didn't connect its wide range with the specific scenarios of pet mess. Its answer was to go where pet mess is celebrated — Goodwoof, the UK's number-one pet festival — and build 'The Doghouse by Shark Ninja', a destination staged with dog bowls and cream carpets perfect for muddy paws, positioning the range as the superior pet-cleaning option.

Inside, a rolling schedule of product demos and contextualised showcases showed the range solving pet mishaps in situ; festival-goers could test products hands-on, enter giveaways, shoot shareable photo moments and buy from shoppable displays with exclusive discounts. The experience was rated one of the best at Goodwoof, delivering prominent brand visibility and more than 16,000 'happy, waggy tails'.

The numbers: 20,000 experience visitors, 1,500 direct engagements testing products, £9,600 in sales converted at the event, a 20% voucher redemption rate against a 7% benchmark, and a 53% consideration rate.

Context did the persuading: demonstrating on real dog bowls and cream carpets beats explaining suction power on a stage.

Shoppable displays with exclusive discounts compressed the funnel — awareness, trial and purchase in one visit.

A primed, relevant audience turned giveaways and photo moments into 20,000 qualified visits.

Sell cleaning products where the mess is celebrated: a festival audience primed by actual muddy paws converts demonstration into purchase on the spot.

The material records the event's results but no rollout to further festivals or lasting sales impact.