SITUATION In April 2020, Zumba held an online class to raise donation for health workers in Indonesia, as part of its “Zumba Virtual Class for Charity” campaign. The campaign itself lasted for 10 days, with a virtual media interview conducted to kick-off the activities in the beginning of the campaign, inviting media from mainstream, lifestyle, sports, and health desks.
STRATEGY AND IMPLEMENTATION – Occam assisted Zumba in arranging the virtual media briefing, involving its Indonesian Brand Ambassador Denada to perform as Zumba instructor by the end of the session, and Cut Memey as KOL to give her remarks. – The event did not only invite the media via Zoom, but also general public which they joined via YouTube Live.
RESULT – The virtual media interview was participated by 5 media and generated 11 news articles. – Apart from news coverage, the campaign also received support on social media from the Zumba instructors and students all over Indonesia.
