/ CASE STUDY
NETFLIX
BRINGING J LO’S DOCUMENTARY to social media through the dance community
01 / THE OPPORTUNITY
Netflix wanted to launch Jennifer Lopez’s Halftime documentary through community engagement and a powerful content strategy. The opportunity was to create an authentic cultural moment that would build excitement, spark conversation and extend the documentary’s reach beyond the screen.
02 / THE COLLABORATION
Through a strategic brand partnership with the iconic Millennium Dance Complex studio in LA, we launched the Let’s Get Loud Studio, a 3-day pop-up with dance classes set to J.Lo’s hero songs.
Timed to the release of the documentary, the classes for dance enthusiasts were led by renowned choreographers with strong social followings, including: Honey Balenciaga, Kaycee Rice, Kiel Tutin, Sienna Lalau and Nicole Kirkland.
03 / THE IMPACT
Content was created of each class, posted on MDC’s YouTube, TikTok and Instagram channels with millions of subscribers, along with two live streamed classes to extend the reach beyond LA with views from Denmark, London, Mexico and more.
The activation generated 47M+ impressions with 400+ organic social posts from dancers attending the studio.
Executed in partnership with Mission
