A TikTok campaign attracting licensed nurse candidates for Rowan nationwide
Research
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TikTok Strategy
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Creative Direction
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Content Creation
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Post-Production
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Research âž TikTok Strategy âž Creative Direction âž Content Creation âž Post-Production âž
The Brief
From commercial
to social engine
Rowan is a….they needed XYZ.
Key Business Objectives
Generate refreshed brand awareness
Drive class sign-ups
Attract new instructors to the program
Sustain social media engagement across Q1
Our Approach
We started with the insight that Zumba's audience doesn't respond to polished fitness content. They respond to humor, relatability, and the feeling of letting go. We built a social ethos around 'Chasing a Feeling' and designed a content system with distinct strategic lanes, each mapped to a different audience motivation, from awareness to emotional connection to conversion.
Our Services
Consumer & Cultural Research
Social Media Campaign Strategy
Content Calendar Development
Creative Direction & Scriptwriting
Content Production
Talent Casting & Management
Post-Production
Influencer Strategy & Management
Analytics & Reporting
Hero footage, reimagined
We gave new life to Zumba's hero commercial for social teasers, launch content, and campaign moments.
We concepted and produced original content, from engaging street interviews to a scripted comedic drama series, all designed to carry the campaign concept further on Instagram and TikTok.
Original Content Creation
Influencer Campaign
We partnered with creators to extend the campaign beyond Zumba's owned channels, including a Superbowl content integration, reaching audiences far beyond Zumba's existing following and proving the campaign's cultural resonance.
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