Dive Brief:
- Unilever deodorant brand Degree is teaming up with dance entertainment network DanceOn to promote health and wellness in a new multi-channel campaign, a news release announced.
- The partnership features dance talent, including Alison Stroming, Nicole Kirkland, Tricia Miranda and Jessica Bass James, who will add Degree to their routines. Also included are in-person and virtual classes, as well as online and social media content. Consumers can follow the conversation at @DegreeWomen on Twitter and Instagram and @DanceOn on Twitter, Instagram and Snapchat with the hashtag #DanceMoreLiveMore.
- Degree and DanceOn are also hosting pop-up dance classes in New York City at Broadway Dance Center on Oct. 16 and Los Angeles at Playground LA on Oct. 23. The free classes cover a variety of dance styles, including ballet and hip-hop. Attendees will receive a free Degree Dry Spray Antiperspirant Deodorant. Dance videos can be found exclusively on DanceOn’s YouTube channel, and fans can enter a dance experiences sweepstakes.
Dive Insight:
Degree is tapping into the growing popularity of dance and dance classes, with the Google search phrase “dance classes near me” increasing 50% over the past year, according to data cited in the news release. The brand is the latest to link up with the multitrillion-dollar health, wellness and fitness craze, seeing an opportunity to connect with millennials and Gen Zers who are interested in wellness topics and fitness trends. By partnering with DanceOn, which targets younger age groups, Degree is aiming to reach these consumers with a positive, healthy message.
The pop-up dance classes align with the trend of more marketers creating experiential events to reach consumers in real-life through memorable branded experiences, which can heighten brand awareness and build brand loyalty. The events are designed to attract younger crowds, who often experience feelings of FOMO, or fear of missing out, and inspire visitors to post on social media. Also offering dance classes on YouTube is likelty to broaden the campaign’s reach and attract viewers, as workout videos on the platform are popular with exercise enthusiasts.
Dance has been a theme in other Degree campaigns. Rexona, the deodorant brand known as Degree in the U.S., partnered with global pop group Now United to co-create multi-channel content that brings cultures together through dance. The campaign focused on reaching young consumers, with positive, progressive messages of equality and tolerance.
