Zumba came to HireInfluence wanting to drive class attendance and further extend the reach of their partnership with celebrity musician Jason Derulo. The goal of the campaign was to increase general brand awareness of Zumba dance fitness classes, while also encouraging audiences to participate in a contest to win concert tickets to see Jason Derulo perform his hit song “TipToe!”
To challenge Millennials to get off social media and into a Zumba class, our team put together a strategy designed to INSPIRE audiences. The campaign centered around influencers partnering up with a friend to show off their choreography to Derulo’s hit song “TipToe!”
To match the Zumba brand’s preference for bright colors and scenery, the influencers recorded their content in artistic locations, including in front of vibrant graffiti walls.
Our team hand-selected, vetted and activated a diverse set of Millennial lifestyle influencers with interest in Health and Fitness, specifically cardio, running and cycling exercises.
Our team secured five high-impact influencers with 100K+ followers on Instagram and one mid-tier influencer with 50k+ followers.
The influencers posted high-quality video clips (less than 60 seconds) showcasing themselves dancing to the TipToe! class choreography while wearing Zumba apparel. The content was published across Instagram, Instagram stories and Facebook. Posts also included a link to a Zumba “class finder” and the link was present in their Instagram bios, as well as a swipe-up link in their Instagram stories posts.
With just 6 influencers, the company garnered 35.8M impressions that achieved over 703,000 engagement indicators for just $0.03 CPE.