Brief
Burst the ’Ballet Bubble’ to reach a wider audience than just ballet loyalists.
Challenge
Convincing people to actively engage with your brand is difficult at the best of times, and a global pandemic where everyone’s feeling cooped up is very much not the best of times.
Strategy
But what if we turned a negative into a positive by breaking with tradition, harnessing a new medium, and giving everyone a way to move?
Creative Solution
Ballet + Hip Hop + TikTok = #balletbeatdrop. We created a bespoke music track that transformed a classic ballet song and dropped the beat on TikTok, to give people a fun way to move during lockdown.
Results
The campaign went viral with over 88,000 videos using the #balletbeatdrop hashtag, resulting in a record-smashing 158.3 million views on TikTok.
