Building a social-first campaign system for Zumba’s biggest launch of the year
Zumba's 2026 New Year's campaign, 'The World Can Wait. My Song Is On,' needed to go beyond a hero commercial. We developed the social ethos, content pillars, and phased rollout to carry the campaign from teaser through Q1. Strategy, production, and influencer partnerships, all under one roof.
Research
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Social Strategy
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Creative Direction
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Influencer
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Content Creation
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Post-Production
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Research âž Social Strategy âž Creative Direction âž Influencer âž Content Creation âž Post-Production âž
4M+
Total organic views in
the first six weeks
34k+
New followers gained
(10k more than prev year)
70K+
Shares winning organic distribution at scale
140K+
Likes and engagement across the campaign
The Brief
From commercial
to social engine
Zumba needed a partner to translate a traditional brand campaign into a social-native rollout that could carry momentum well beyond launch week.
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.
Interested in learning more?