DMM identified 5 popular influencers in the dance/music space to create the branded content and post at key moments throughout the season to lead an ongoing conversation around WOD. Influencers collaborated with show talent during their set visits and banked their content to be shared later on. Content was in the form of behind the scenes and weekly dance challenge videos posted across Instagram and TikTok. The influencers creatively utilized the set and their own unique environments/backgrounds at home.
In total, the campaign yielded 2.6M brand impressions and an astounding 100% engagement rate due to the influencers’ multi-frame Stories posts. Both influencers and their fans enjoyed the engaging content with many comments showing support for fun dance moves/moments organized by the show.
If I auditioned for @nbcworldofdance
•Before I go on stage, I always get nervous. But once I start dancing, it’s like the whole world stops and I change into a different person.
•I loved doing this promotional video for #worldofdance . I love watching the show! Will you be tuning in on Tuesday 2/26? #ad
HUGE ANNOUNCEMENT: I'm teaching a master class with @derekhough@NeYoCompound & @iamscottevens. Okay...that *might* be totally fictional BUT GUYS I went behind the scenes at @NBCworldofdance & my DANCE DREAMS BECAME REAL LIFE THINGS! PS: Tune in to #WorldOfDanceTuesday 2/26 at 9! #ad
A sneak peek of our next sold-out master class - we'll really be focusing on the art of the DANCE BATTLE ORRRRR maybe not, but whatevs! Now it’s your turn! Face off with a friend using #WODDanceBattle and don't miss The Duels on @nbcworldofdance Sunday at 8/7c #ad