Berlei Do It For Yourself

In an award winning social campaign, MINT drove unprecedented views of social video content of brand ambassador - Serena Williams.
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With videos that featured the tennis great dancing just for herself, alone in a studio, MINT used owned media to drive video views through linked articles and re-posts as well as driving media and influencer coverage in social via a unique dance class with Serena and use of the hash-tag #DoItForYourself.

  • Video engagement rate: 4.17% (double the benchmark) with 92.9% positivity
  • 15.2m views on Facebook & YouTube
  • 25.1% consideration lift with 18-24rs (a new market for the brand) *Google study.

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