NBC partnered with Digital Media Management to invite select influencers to the exciting set of World of Dance to capture content onsite with show talent and create at-home dance videos to promote tune-in for the premiere of and throughout Season 3.
DMM identified 5 popular influencers in the dance/music space to create the branded content and post at key moments throughout the season to lead an ongoing conversation around WOD. Influencers collaborated with show talent during their set visits and banked their content to be shared later on. Content was in the form of behind the scenes and weekly dance challenge videos posted across Instagram and TikTok. The influencers creatively utilized the set and their own unique environments/backgrounds at home.
In total, the campaign yielded 2.6M brand impressions and an astounding 100% engagement rate due to the influencers’ multi-frame Stories posts. Both influencers and their fans enjoyed the engaging content with many comments showing support for fun dance moves/moments organized by the show.
Montana Tucker
If I auditioned for @nbcworldofdance
•Before I go on stage, I always get nervous. But once I start dancing, it’s like the whole world stops and I change into a different person.
•I loved doing this promotional video for #worldofdance . I love watching the show! Will you be tuning in on Tuesday 2/26? #ad
Joslyn Davis
HUGE ANNOUNCEMENT: I’m teaching a master class with @derekhough @NeYoCompound & @iamscottevens. Okay…that *might* be totally fictional BUT GUYS I went behind the scenes at @NBCworldofdance & my DANCE DREAMS BECAME REAL LIFE THINGS! PS: Tune in to #WorldOfDanceTuesday 2/26 at 9! #ad
Joslyn Davis
A sneak peek of our next sold-out master class – we’ll really be focusing on the art of the DANCE BATTLE ORRRRR maybe not, but whatevs! Now it’s your turn! Face off with a friend using #WODDanceBattle and don’t miss The Duels on @nbcworldofdance Sunday at 8/7c #ad
Marilyn Flores
So glad to be apart of this journey with WOD! Definitely check out the @nbcworldofdance premiere on Tuesday 2/26 at 9pm!
#worldofdance #sponsored
Marilyn Flores
Strut your stuff with #WODWinnerWalk and catch the @nbcworldofdance finale Sunday at 8/7c. #sponsored
Marilyn Flores
@jlo here’s my video for the WODchallenge! @nbcworldofdance premieres tomorrow!
El Anillo- Jennifer Lopez
Willie Gomez
@jlo here’s my video for the #WODChallenge! @zacbrazenas@_ektorsilva let’s see your best dance moves! So excited for the @NBCWorldofDance premiere tomorrow!
Montoya Twinz
Here we are dancing into season 3 of #WorldofDance with @derekhough
Tune in to the @nbcworldofdancepremiere on Tuesday 2/26 at 9pm #sponsored
Montoya Twinz
Wish we could’ve been born in the 90’s
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Show us your best old school dance moves using #WODThrowback and catch new @nbcworldofdanceepisodes Sundays at 8/7c. #sponsored
Montoya Twinz
We battled @neyoofficial You try!Watch @nbcworldofdance on NBC now! WODDanceBattle
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