rbb Looks to Drive Business Results through Cause-

Related Marketing

CASE STUDY

Opportunity

Elevate Zumba brand to a national stage

Campaign Objective

Generate revenue for Zumba

Strengthen brand loyalty across instructor network

Increase consumer participation, with an emphasis on women 25 - 45

Campaign Strategies

Secure influential national partner that hits home for instructors and consumers

Raise at least $40,000 for the cause

Leverage army of instructors to get the word out

Give them a voice

Creative Tactics

“Party in Pink” Campaign and dedicated URL

“Zumba-thons” across the nation

• Over 780 Zumbathons in all 50 states• Media campaigns in local markets and nationally led by instructors

“Party in Pink” merchandise

30% of proceeds go to Susan G. Komen for the Cure

Results

$565,000

Zumbathons and “Party in Pink” merchandise sales raised $565,000 to-date for Susan G. Komen

786 Events49,518 Zumba-thon participants

Online Sales Generation in 2 Weeks

$285,000

$285,000

Buzz on Message BoardsJoan Martinez Jones - St Thomas, Virgin IslandsHad a great time getting together with the other instructors on island. Everyone is asking, when can we do another Party in Pink?

Michelle Ruch -Converse, IndianaThank you all for supporting Breast Cancer Awareness & SGK. Breast cancer is a terrible disease & it touches way too many lives. This fundraiser gets us all closer to finding a cure!

Samuel Salazar - New York, New YorkHow Exciting...it's going to be an amazing experience, 500 people gathering under the same roof having FUN for a Great Cause.

Janice Swartz - Lexington, MassachusettsI just had my event and it was great! The room was packed.

Sara BremerIt was such a privilege to host such an empowering event! I was so impressed with the out pour from my small town Zumba community.

A huge thank you to Zumba Fitness for their partnering with Susan G. Komen and for helping with all of the marketing efforts. I am so proud to be part of such an amazing organization and family.