Campaign · 2025 · Global
Zumba
Turning a fitness class into a cultural movement
A 12-market global campaign repositioning Zumba from a workout class to a cultural dance community.
112M
TikTok views on hero asset
+48%
New studio sign-ups
+2.1×
Instructor app installs
$14.2M
Earned media value
Services
Region
Global
The Challenge
What we were asked to solve
Post-pandemic studio attendance plateaued. Zumba needed a platform to re-energize its instructor network and attract a younger, digital-first audience.
Our Approach
How we built it
- 01
Co-created the platform "Move the World" grounded in 18 months of community listening.
- 02
Produced a 45-asset campaign shot over a single week across NYC, Miami, Mexico City, and Lagos.
- 03
Built a paid + creator media model that weighted toward short-form social on the first 21 days.
The Outcome
Where the work landed
The campaign hit #3 on Spotify’s TikTok-driven charts and Zumba reported its strongest studio sign-up quarter on record.