Move & Mix
Turning dance moves into music.
Role
Executive Creative Directors
Agency
180 Global
Mirinda, a brand of many flavours, wanted to tap into GenZ creativity. Instead of going for the usual social campaign with influencers telling people to be creative, we gave our audience a tool so they can actually express their creativity.
We developed Move&Mix, the first ever full body tracking filter on TikTok that turns dance moves into music. Each move added a sound to a track, which gave users the ability to add their flavour to a song, turning dancers into musicians.
The filter quickly became a trend in China and Vietnam, giving Mirinda authentic presence in youth culture.
In less than a week, our idea exceeded expectations, resulting in 158% more videos created and 253% more branded effects created than Douyin benchmarks. Even more impressively we delivered real business results—sales increased by 4%, brand awareness increased by 19%, and market penetration increased by 6%.
In just a few short days we empowered Chinese and Vietnamese Gen Z to become creators and composers of original music via dance, resulting in real tangible growth for the business.
“Smart move for a soft drink.”
19%
Brand awareness
129%
More engagement vs benchmark
4%
Sales Increase
1B
Impressions in first two weeks