the background: In 2014 and 2015, dance, music and fitness-centric Degree Women deodorant partnered with Emmy Award winning dance reality show So You Think You Can Dance and The 56th Annual GRAMMY's as a way to increase brand awareness among our millennial target. Dance was fast gaining traction in pop-culture, and with several other major brands with sponsorships we needed to find a way to cut through the clutter.
the ask: Create a social campaign leveraging major media partnerships (CBS) to increase consumer engagement amongst the elusive millennial female.
the idea: The idea was driven by social listening, which indicated fans were so inspired by the shows routines, they got up and danced during commercial breaks. Through social content (GIF, Video) using well-known dancers and custom choreography, we inspired fans to take a #DanceBreak and to share their moves with us. To give the campaign reach and scale, we partnered with dance influencers. As a result, the VMA and GRAMMY #DanceBreak campaign increased engagement by 150% and 316%, respectively, versus the previous year. And we garnered the highest share of voice amongst all sponsors!
my role: Craft the #DanceBreak creative wrapper, campaign content and channel planning, concept and write copy for planned and real-time social content.