Napoleon Grills: Sponsored Grills

Napoleon helps grill owners sell their current grills, inspired by the idea that they're doing it to step up to Napoleon.

In the past years, Napoleon has built a reputation as the ultimate grill to aspire to, a choice people advance to when they're ready for top-tier grilling quality.

Interestingly, less than 1% of second-hand grills listed for sale in online marketplaces are Napoleon models. This insight sparked an idea: are people only selling their current grills to upgrade to a Napoleon? Napoleon decided to embrace this possibility and leveraged this insight to flip the traditional sales strategy with an unprecedented program for this year’s annual shopping season: “Sponsored Grills”

Through the “Sponsored Grills” plan, anyone looking to sell their grill can send in photos and details of it through a dedicated site. Napoleon then takes over, creating and sponsoring Facebook ads targeted to potential buyers based on location, interests, and purchase likelihood. These ads will run until the grill is sold or until the program concludes at the end of the shopping season.

This shopping season, Napoleon has flipped the narrative: instead of asking people to buy, they’re helping them to sell.