2. rbb Looks to Drive Business Results through Cause- Related Marketing

3. CASE STUDY

4. Opportunity

5. Elevate Zumba brand to a national stage

6. Campaign Objective

7. Generate revenue for Zumba

8. Strengthen brand loyalty across instructor network

9. Increase consumer participation, with an emphasis on women 25 - 45

10. Campaign Strategies

11. Secure influential national partner that hits home for instructors and consumers Raise at least $40,000 for the cause

12. Leverage army of instructors to get the word out Give them a voice

13. Creative Tactics

14. “Party in Pink” Campaign and dedicated URL

15. “Zumba-thons” across the nation Over 780 Zumbathons in all 50 states Media campaigns in local markets and nationally led by instructors

16. “Party in Pink” merchandise 30% of proceeds go to Susan G. Komen for the Cure

17. Results

18. $565,000 Zumbathons and “Party in Pink” merchandise sales raised $565,000 to-date for Susan G. Komen 786 Events 49,518 Zumba-thon participants

19. Online Sales Generation in 2 Weeks $285,000

20. Buzz on Message Boards Joan Martinez Jones - St Thomas, Virgin Islands Had a great time getting together with the other instructors on island. Everyone is asking, when can we do another Party in Pink? Michelle Ruch - Converse, Indiana Thank you all for supporting Breast Cancer Awareness & SGK. Breast cancer is a terrible disease & it touches way too many lives. This fundraiser gets us all closer to finding a cure! Samuel Salazar - New York, New York How Exciting...it's going to be an amazing experience, 500 people gathering under the same roof having FUN for a Great Cause. Janice Swartz - Lexington, Massachusetts I just had my event and it was great! The room was packed. Sara Bremer It was such a privilege to host such an empowering event! I was so impressed with the out pour from my small town Zumba community. A huge thank you to Zumba Fitness for their partnering with Susan G. Komen and for helping with all of the marketing efforts. I am so proud to be part of such an amazing organization and family.