The Commit to Something videos were created this year as a social extension to the larger brand campaign. In the second year of CTS, we explored commitment through identity. We created a series of videos, each telling a different story of an individual or group who were defined by the commitments they’d made, the underlying mantra being “The things you commit to are the things that make you”. Our target was millennials, fitness minded individuals with high engagement on social channels.

“Commit to Something” is inspired by the world we live in. Everything is disposable, nothing is permanent and you’ll never see that Uber driver again. Our campaign explores what happens when people reject this transitory lifestyle and commit.

From a TED presenter with a stutter to a deaf cheerleading squad, we discovered that the things people believe in, the things they’re passionate about and the choices they make might start out as the something they do, but ultimately end up becoming the something they are.

The result was a campaign that created conversation, divided opinion, and made national news.

The videos ran on Facebook, Instagram & Twitter, through the brand’s organic channels and to broader audiences via paid media, each for a 48 hour period. The campaign accrued over 3.5MM impressions, 1.04MM views, and 30K engagements, exceeding expectations. Additionally, “Cheerleader” was promoted during the Super Bowl, targeting users with interest in cheerleading and the deaf community. A combination of precise targeting and relevant content resulted in almost 10K shares on Facebook alone.