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The Edge Last One Dancing
Role
Campaign & Activation Manager
Location
Auckland, New Zealand
Date
July, 2024
Execution Budget
$25,000 / £11,000
Led the end-to-end delivery of The Edge’s Last One Dancing – a high-energy, 24-hour dance-endurance contest in partnership with Berocca, supporting its Dry July fundraising efforts.
Listeners were challenged to keep dancing for as long as possible in a non-stop, high-stakes competition streamed live on TikTok and broadcast across The Edge. The last dancer standing pocketed $10,000 cash. The contestants were even surprised by singer Dasha (US) who performed live and did her famous TikTok dance with them on the livestream!
The event drew 73,600 TikTok live viewers, 379,000 + likes, and an average watch-time of 3 minutes 48 seconds - more than seven-times the platform benchmark.
Owned every aspect of the campaign, including on-air content, brand integration, and full event production - delivering standout results with record-breaking engagement and measurable brand impact for Berocca.
