DANCE & CO
Dance & Co is the "Netflix of Dance," with instant access to hundreds of dance classes, workouts, and entertainment from champion & celebrity dancers. Available on a family of apps that includes Apple, Android, Roku, & Amazon devices. Just log on and start moving & grooving.
THE OBJECTIVE
The COVID pandemic and consequent lockdowns forced the cancelation of tours and live events, as well as the closures of dance studios. Our clients, Maks & Val Chmerkovskiy, from Dancing With the Stars, were tasked with a problem: how can we bring the joys and excitement of dance to people’s homes? Enter Dance & Co. We partnered with our clients and invested into a brand new video-on-demand platform and family of apps. From brand inception, to video production, content management, and marketing, our team had to figure out how bring this new product to market profitably.
THE WORK
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With a slew of competitors in the highly saturated fitness market, it was critical to find the right positioning. After rigorous market analysis, we were able to tailor an offering that resonated with customers while staying true to Dance & Co’s talent & vision.
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We developed Dance & Co’s brand and visual identity with content and star talent at the forefront. The signature ampersand logo signifying that there’s always more to expect: Dance AND fitness AND entertainment AND more!
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Our team handled all aspects of content production, from lighting and logistics, to direction and post production. This included web and app content as well as creative content for social media and advertising.
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Through social listening, trend spotting, and by sharing genuine, informative and entertaining content, we developed a strong social strategy that showcased the personality of the talent and brand. The result? Over 80,000 fans and counting.
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After thorough testing and experimenting with different creative, we scaled Dance & Co with effective social ad campaigns, with a 3x ROAS.
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With hundreds of classes in the library, each video needed creative copywriting for weekly releases via social and email.
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900K+
WEB & APP VIEWS
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400k+
WEB VISITORS
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30,000+
HOURS WATCHED
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39K+
TIKTOK FOLLOWERS
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36K+
INSTAGRAM FOLLOWERS
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10.9K
YOUTUBE SUBSCRIBERS
THE RESULTS
Despite unprecedented COVID limitations, together with our client & partners, we launched a successful subscription video-on-demand platform that was profitable within the first year of operation. Most importantly, we created a healthy outlet for people to enjoy in the comfort of their home during some of the most difficult times in recent history.
