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'Less January More Zumba' Digital Campaign Targets Resolutioners 

Zumba® is reaching out to people who made New Year’s resolutions to get in shape with its "Less January More Zumba®" campaign. 

The global multimedia digital effort suggests that gym-goers trade dull workouts, strict diets, and short-lived resolution goals for more fun and dance. 

"We know that Zumba is a powerful movement that has brought health and happiness to millions over the years," said Carolina Moraes, vice president of marketing for Zumba, said in a release. "We also know that most people have a tough time sticking to resolutions that mean depriving themselves of things they enjoy and/or engaging in exercises that they find unpleasant; but it doesn't have to be that way. We want to break consumers from their resolution habits to show them Zumba is something fun that they'll stick to way past January." 

The campaign encourages fitness enthusiasts to watch and share the "Less January More Zumba®" anthem video, create customized animated short using a GIF generator, and share their class experience on social media using the hashtag #LetItMoveYou. 

Zumba also created posters, videos, and other marketing materials for instructors to personalize and use to promote their class. 

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