the background: In 2016, Degree Men and Degree Women deodorant launched a masterbrand creative platform: #EveryMoveCounts. Degree Women needed to find a way into movement while retaining its feminity, an historic brand issue. We decided to ground it in music and dance, and partnered with iHeart media to help bring the platform to life.
the ask: Create a socially-led campaign to make #EveryMoveCounts tangible and engaging, leveraging the iHeart media partnership and featuring singer/songwriter, Becky G.
the idea: Prepping for a big performance takes grit, perseverance and effort. Every artist knows that, but the fans? They don't always see all the work that goes into a performance and the motivation they provide an artist to keep them inspired. We enabled fans to follow Becky G to see what keeps her motivated - and help her stay pumped - leading up to and on the night of her big performance.
my role: Work as the creative lead with account, digital and UX teams to concept and create a campaign activation, including production of the fan experience, Tumblr page, and social specific content.
Daily Becky G musing: “That all you got?” #EveryMoveCounts
She makes these moves look easy, but here’s what Becky G’s thinking the whole time. #EveryMoveCounts
Becky G does this move x10 when she performs Break A Sweat...and makes it look fierce every time. #EveryMoveCounts
We help keep her moving, but those #flawless moves? That's all her. #EveryMoveCounts to @iambeckyg, even that fierce head turn.
Take a page from @iambeckyg’s book and use the music to make every move your own. #EveryMoveCounts
When you don't realize how long you've been dancing 'cause the musics *that* good. Embrace it because we work harder the more you move. #EveryMoveCounts