Task
Conceptualize, capture, and create content to promote a multi-year deal with Echelon Partner, Pitbull.
Campaign Goals
Announce the Pitbull Partnership.
Entice Member class participation and community engagement in our member dedicated Facebook Group.
Generate awareness of the Pitbull x Echelon Apparel Collection.
Announce the ‘I Feel Good’ Echelon Exclusive Anthem
Meet or surpass our engagement rate benchmarks per platform.
Strategy
Partnership Announcement: When announcing a notable artist collaboration and partnership like Pitbull, we knew we wanted to lean into his pre-existing branding to ensure brand recognition and clout. Utilizing concert class footage paired with Echelon class and commercial clips, we created a sizzle reel to generate excitement and hype.
‘I Feel Good’ Echelon Exclusive Anthem Promotion: Working with Pitbull’s team we featured Echelon Instructors + equipment in the ‘I Feel Good’ music video. We featured this on all channels to announce the anthem and promote Pitbull classes.
Pitbull Class Promotion: Leaning into current social trends, we filmed a “reaction video” with Pitbull’s dancers to the Echelon Anthem ‘I Feel Good’. We included a CTA to join the Pitbull classes on the Echelon App.
Pitbull LA Member + Prospect Giveaway: To generate excitement in the Echelon community as well as a prospecting audience, we hosted a giveaway for an all-inclusive Pitbull Meet-and-Greet and tickets to his concert in LA. Due to Covid, this concert was unfortunately canceled, but the creative for the promotion is featured above.
Pitbull x Echelon Apparel Collection: Utilizing Pitbull’s dancers ‘The Most Bad Ones’, we filmed a TikTok dance tutorial featuring the Echelon x Pitbull apparel collection.
Behind-the-scenes Pitbull Photoshoot IG Live: Knowing that BTS footage was continually a high performer on social, we hosted an IG Live at the Pitbull photoshoot to help promote the partnership.