PROPEL JOWO TIKTOK CHALLENGE

When Propel wanted to launch their new JOWO (Joy of Working Out) positioning we needed to make sure their audience would know what it meant. Thankfully, Mindy Kaling helped us spread the word with our TikTok hashtag challenge. 10 winners each got 10K for sharing what JOWO looked like to them, and we received over 2 billion impressions, so FOMO is out and JOWO is in.

The challenge was accompanied by an on-the-ground tour nationwide with outdoors fitness classes in underserved location. For each, I cut together videos with influencer content, captured assets from the sites, and UGC to share across social.

Associate Creative Direction, Art: Maggie Burdge

Creative Direction: Ari Alius

Production: Makers