CASE STUDIES

Zumba: Launching A New Movement: Party In Pink

CLIENTS

Zumba

Job

Capitalize on the burgeoning popularity of Zumba and the personality of creator Beto Perez to spark a movement among fitness instructors and enthusiasts and gain even more awareness of the brand

Objectives

Within three months:

• Increase class attendance by 20% and Zumba instructor training registrations by 10%
• Sell $135,000 in Zumbawear ($40,000 donation to Komen, 2.5 times guaranteed commitment)
• Secure 10 million media impressions

Activities

Leverage an army of passionate instructors and develop influential national partnership that resonates with women

Results

• 21.9M Media Impressions
• 565K dollars donated to Susan G. Komen Race For The Cure
• 49K total participants
• 285K dollars in Zumba merchandise sales
• 750 Zumbathons held in all 50 states
• Featured In: TODAY, The Early Show, The View, The New York Times, Inc.

Awards won:

• 2011 Silver SABRE:Consumer Health PR Category for Zumba Fitness
• 2011 Anvil Award of Commendation:Events for Zumba Fitness