#ZINCON: Zumba Instructor Convention

The Zumba Instructor Convention is the most important event for the Zumba Fitness brand. Originally built by a team of six art directors and copywriters, plus leadership, this event was incredibly expensive for the organization. Furthermore, attendees began telling us in our post-event surveys that the event had turned into a big party, and they didn't see the value of going year after year.

After losing 50 percent of our creative team, we knew we needed to solve two problems: 1. Create more with less people, and 2. Find a scalable solution we didn't have to reimagine year after year.

I worked closely with our leadership to help influence the brief from the very beginning. We pitch "small changes with big impacts" with a desired outcome of bringing focus to the event. We succeeded by creating the idea of a brand filter.

Master the Business of Fun

Our solution was developing a long-lasting look and feel with a concept called creative systems inspired by UX/UI best practices. We introduced the strategic and message filter, Master the Business of Fun. And, we strategically shifted our focus to sessions and the value they bring to instructors.

Lastly, we introduced the hashtag and secondary naming convention, #ZINCON2014, to capitalize on the growing branded communities around the world living on social media platforms. This allowed us to introduce early influencer marketing tactics and activations, and opened up our ability to develop personalized strategies creative executions throughout the whole campaign lifecycle—from announcement to the last surveys sent.