Challenge

Push harder

Losing 82M calories - and gaining on targets by 52%

Zumba Fitness – the largest dance-fitness company in the world – launched an initiative where they pledged to donate the calories people burned in their classes to Feeding America and the United Nations World Food programme to help fight world hunger. There was a need for Maxus USA to raise awareness about the initiative, dubbed ‘The Great Calorie Drive’ and get people to download the app that enabled the calorie donation. But this demographic was already saturated with fitness and charity category advertising.

Solution

In order to combat this, we decided to leverage Zumba Fitness’ biggest asset – its people. The solution was two pronged. First, video ads starring celebrity musicians from Zumba soundtracks were used to raise awareness and create buzz around the cause.

Secondly, we targeted Zumba’s huge community of fans on Facebook to drive mobile downloads. Once installed, the users could check in to their nearest Zumba class and share their activity.

Results

App installations overshot the target by 52%. Best of all, the 109,000 check-ins translated to nearly 82 million calories donated globally. Brilliant news.