In the summer of 2022, ALTER worked with our client Zumba to help them change the narrative and perception around this iconic fitness concept. Whilst the brand has strong awareness with its heartland core audience, Zumba wanted to broaden that appeal and communicate that the energy, fun and style of Zumba can be enjoyed by anyone of any age or demographic. Our aim was to attract a younger millennial audience via the support and advocacy of influential mainstream media -and relevant talent.
We partnered with Strictly Come Dancing 2021 champion, Giovanni Pernice for the campaign, which saw him participate in a physical Zumba class hosted by legendary Zumba instructor Sandra Harnes. Selected target media were also invited to take part in the class with Sandra and Giovanni, experiencing a Zumba class alongside one of the nation’s favourite dance stars.
Key media then hosted exclusive interviews with Giovanni following the class, discussing his love of Zumba and why anyone can and should participate.
Prior to our media day, Giovanni attended an exclusive rehearsal with top Zumba Instructors from across the country. He was led through all the key rhythms and tracks so he could have a chance to authentically fall in love with Zumba himself. The day was filmed by our friends at DA Productions to curate key images and a face to camera video of Giovanni’s Zumba story to support press and social media amplifications.
The campaign generated 19 separate media articles following the event, along with 21 social media stories and an estimated PR reach of 49 millon.
This celebrity influencer campaign follows on from our work with Zumba x Fleur East in 2020 and the Zumba virtual 24-hour party in 2021.